MUMBAI: BBC World Service is launching the first ever BBC Urdu TV programme, Sairbeen, which will be broadcast by Express News in Pakistan.

From Monday 11 February, the BBC?s new TV programme in Urdu language will air three times a week, on Monday, Wednesday and Friday on Express News.

?Sairbeen? draws on the strength of the BBC?s international newsgathering operation, which commands levels of trust, relevance and reach unmatched among international news providers. Sairbeen brings Express News viewers the best of the BBC?s journalism, analysis and interviews to get behind the stories on the global news agenda that resonate with Pakistani audiences.

The programme also features regular items covering Pakistan?s latest cultural developments, social-media trends, as well as travel, business and economy.

The new BBC TV programme builds on the longstanding success of the flagship daily BBC Urdu radio programme brand, Sairbeen, which is a household name in Pakistan. The launch of the new TV programme with the same name further strengthens the BBC?s offer to the region and commitment to audiences in Pakistan.

BBC Urdu editor Aamer Ahmed Khan said, "I am excited at what promises to be a very challenging time ahead - both in terms of living the story of this unique region, and doing it on one of the fastest-growing media platforms, television. I am aware of the high expectations our audiences have of BBC, and I am thrilled at the prospect of engaging a newer, younger audience that keenly awaits our TV offer."

Express News director of current affairs Mazhar Abbas said, "For years, millions of people in Pakistan have grown up listening to Sairbeen on BBC Urdu radio. We now look forward to seeing the next generation make the new BBC Urdu programme essential viewing on Express News. By carrying Sairbeen on our channel, we will be able to present something people are currently missing on television in Pakistan - the in-depth and independent analysis from the BBC on national and international issues with leading experts."