GECs
Mashraque to replace Anjuman in Middle East
Anjuman, the UK-based Reminiscent Television Network’s (RTN) Urdu language entertainment channel, is being phased out in the Middle East due to its poor response.
Anjuman will be replaced by a new combi channel, Mashraque, having an equal mix of Urdu and Arabic, that will essentially target expatriates from India and Pakistan who need a working knowledge of the two languages in order to be able to work in the region, along with the local populace.
Mashraque is to be a free to air channel and will be beamed off the Arabsat satellite. The network’s Indian affiliate RITV was supplying 30 per cent of the content for Anjuman.
It has also entered a deal with entertainment major Viacom, which will promote RITV’s Lashkara and Gurjari channels as part of a pay package ‘Asia Plus’ in the Middle East and North Africa. The package also includes the Sony channels (Sony Entertainment, MAX, AXN and CNBC India), MTV, 24-hour Hindi news channel Aaj Tak and Malayalam language channel Kairali.
Although channel officials were unable to put a figure on the extent of viewership Mashraque would target, they said the channel’s profile would enable it to compete successfully with other government owned channels in the region, like Dubai TV and Saudi TV. The channel is being projected as an entertainment channel with a judicious mix of songs, soaps and comedy. The channel is, however, reluctant to divulge details about where it would be source content.
While Asia Plus will be headquartered at the new Dubai Media City enclave, RITV too is planning to set up its offices there to establish its presence in the region, it is learnt. UK-based RTV which has the cutting edge of offering a group of ethnic channels under one umbrella, owns 20 per cent of RITV.
RITV launched Lashkara and Gurjari in 1998, both 24-hour channels which address the needs of the Punjabi and Gujarati communities respectively. Since their launch, both channels have been telecast in over 30 South Asian contries. Lashkara made its UK launch in May 2000. RTN runs a seven-channel bouquet in the UK.
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
