English Entertainment
Ten, ADD to launch new channel Prime Sports
MUMBAI: West Asian pay TV platform management company Arab Digital Distribution (ADD) and Dubai-based Ten Sports have announced that they are working together to create a new English language sports channel.
The channel, titled “Prime Sports”, will be available to premium package subscribers of ART/Al Awael, FirstNet and Pehla bouquets across the region and will be produced by Ten Sports in their Dubai facilities.
ADD already has an Arab language channel on its platform ART Sport that holds broadcast rights for the Middle East region to major sports properties such as the FIFA World Cup, the English Premier League and the UEFA Champions League. It is in an attempt to broaden the scope and value of such rights by targeting the growing expatriate market in the region that Prime Sports has been conceived.
Ten Sports will be managing the production of the new English language channel. The deal marks one more addition to Ten Sports’ growing portfolio of production and facilities work. The channel has recently signed up for studio and transmission services with two Arabic channels, and among the 10 production companies based at its facility is the Hollywood film production company, Filmworks.
Ten Sports was most recently in the news after it was commissioned by the Indian cricket board to produce the recent series in India against Australia and South Africa as also the BCCI’s Platinum Jubilee One Day International involving Pakistan.
Arab Digital Distribution is a leading provider of pay television, interactive and digital services across the Middle East, North Africa and Europe.
English Entertainment
ZEE5 UK partners Narrative Entertainment to add UK channels
Six FAST channels added as platform sharpens hybrid play in Britain
LONDON: ZEE5 UK struck a first-of-its-kind deal with Narrative Entertainment, bringing mainstream UK television channels onto an Indian streaming platform as it pushes to deepen its footprint in a crowded, mature market.
The partnership adds six of Narrative’s FAST channels to the service, including Great! Movies, Great! Romance, Great! Mystery and kids brands POP, Tiny Pop and POP UP, widening ZEE5 UK’s appeal across genres and age groups.
The move reflects a clear shift in strategy. ZEE5 UK is betting on a hybrid model that blends on-demand content with curated, always-on channels to drive discovery and increase time spent on the platform.
“This partnership represents a meaningful evolution in how we serve audiences in mature markets like the UK, where viewers are defined by habits, convenience and choice rather than geography or language alone,” said Parul Goel, territory head, Europe, Zee Entertainment. “By bringing trusted mainstream UK channels together with our premium originals, movies and kids’ content, we are building a more consumer-centric platform that simplifies viewing while increasing depth and relevance.”
Fateha Begum, commercial director, Narrative Entertainment, said the tie-up would fuel growth for both sides. “Our portfolio of quality programming, with such wide and enduring appeal, is a perfect complement to ZEE5 UK. This is a strong partnership that will support growth for both parties, and we share Zee Entertainment’s vision of an increasingly partnership-led future for the industry.”
ZEE5’s global library spans over 4,000 films and more than 500 originals, with over 130 new titles added annually. The addition of Narrative’s channels strengthens its kids offering and introduces genre-led linear experiences alongside its on-demand catalogue.
The deal also gives Narrative access to ZEE5 UK’s fast-growing user base, extending reach without diluting brand identity, while reinforcing ZEE5 UK’s network of more than 40 live channels.
As streaming wars intensify, ZEE5 UK is widening its playbook, blending content, convenience and partnerships in a bid to win screen time in one of the world’s toughest markets.
