Zuku to carry Hindi comedy

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East African triple-play provider Zuku is adding a Sony India-owned Hindi comedy channel to its line-up. SAB TV, which airs Hindi comedy shows aimed at a family audience, will be available immediately via Zuku. The deal was brokered by Kenyan company Pamoja Telecom, which represents SAB TV in East Africa.

Wananchi Programming–owned Zuku has added the channel in order to provide more Hindi content for its Indian audience, having launched the Zee and Star channels last year.

With over 100,000 Asians in Kenya alone there is real demand for Hindi programming, something that Zuku is keen to address with this latest deal, which follows on from the Zee and Star deals which made Indian programming widely available in the region for the first time.

SAB TV, which means 'everyone' in Hindi, is India's only family comedy entertainment channel with a core brand promise of 'Asli Mazaa SAB ke Saath Hai' ('Real Fun is with Everyone'). The shows are light-hearted and make for an enjoyable 'family-viewing' experience. SAB is owned by Sony India, whilst Kenyan company Pamoja Telcom represents the channel in the region.