Arab Digital Distribution (ADD), the largest pay-TV platform management company in the Middle East and North Africa, has launched two new regional packages – Pehla Spice and Pehla Spice Plus. Targeted at the large South Indian diaspora across the region, the two new packages will be distributed exclusively through Pehla – Premium Asian Entertainment.

Majed Sahelli, Managing Director, Pehla Media & Entertainment said that with the addition of new regional bouquets, the platform was diversifying its content and also increasing options for its subscribers while simultaneously making content more affordable. “We are targeting the South Indian diaspora which makes the largest chunk of expat South Asian community across the Middle East. The nominally priced regional packages provide customers with an option of choosing exclusive packages that better suits their content requirements,” he explained

ADD suggests that having initiated a sustained anti-piracy campaign in the recent months with initiatives such as shifting to a new more secure encryption and providing and installing free MPEG-4 decoders for all its subscribers, there would be a substantial decrease in content infringement with the addition of the new regional media.

“We are expecting at least 200,000 new viewers in the first phase of the launch. Since these channels were not available in the Middle East, a large number of South Indian expats were resorting to unauthorised services from India. However, now that these channels are available through Pehla, backed by excellent after sales service and round the clock customer support, it will make it easier for the audience to subscribe to legitimate services at affordable costs,” said Sahelli.

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