Mumbai-based Zee Entertainment Enterprises Limited (ZEEL), the operator of Zee Nung channel, is offering its channel on many viewing platforms to cash in on the rising trend of Indian movies among Thai audiences.
Zee Nung channel is now available on many cable and satellite TV platforms, such as PSI, GMMZ and Sunbox, as well as video-on-demand via AIS Play, AIS Playbox, TOT iPTV and 175 cable operators.
Amit Goenka, ZEEL's chief executive for international broadcast business, said the move is part of efforts to make Indian content more popular in Thailand.
The expansion into free cable and satellite TV will attract more Thai audiences to watch Zee Nung, which positions itself as a one-stop service point for Indian movie lovers.
"After being in Thailand for two to three years, we have learned the market and will invest more in our content as Thais are watching more Indian programmes. The proof can be seen in the Indian content on some digital TV channels such as Bright TV and Workpoint TV," Mr Goenka said.
Zee Nung used to be on CTH's platform many years ago, but the pay TV company shut down after facing a huge loss.
He said Thailand and India share deep-rooted traditions, reflected in many aspects of Thai culture such as architecture, arts, drama, dance and literature.
ZEEL expects Zee Nung to gain popularity in Thailand within a short time and see healthy revenue this year.
"The trend for Indian movies has been growing for a couple of years," Mr Goenka said.
"This prompts Indian entertainment companies to consider the Thai market, aiming to cash in on the rising popularity of Bollywood films and Indian TV series among Thai viewers."
The appearance of Zee Nung on multiple platforms began on March 1.
Zee Nung marks a new era for Bollywood movies and Indian TV series with high production values, contemporary themes and modern settings.
The proportion of content on Zee Nung will be 65% from TV series and movies, 20% game shows and the remainder will be lifestyle content.
"Our content will be blessed with the unique culture and charm of India," Mr Goenka said.