Mumbai:  Media Agency Middle East (MAME) has secured the advertisement sales and representation rights for NDTV Imagine, the MENA region’s first free-to-air family Hindi entertainment channel.

NDTV Imagine is known for its innovative and insightful programming that spans genres and caters to audiences across all age groups. The channel will be available on all free-to-air platforms through NileSat as well as on pay bouquets like Pehla, e-vision and Du.

Commenting on NDTV Imagine going live in the region, MAME CEO Bipin Pathak said, "There is a pent-up demand for high quality entertainment among the expatriate population in the region, which comprises 10 million Asians, predominantly Indians, Pakistanis and Bangladeshis. Few entertainment avenues are available to meet the leisure needs of this significant and discerning stratum of society on Free – to – Air (FTA) platform. NDTV Imagine seeks to fill the gap by providing fresh and distinctive programming."

Pathak underlined the fact that Asians are among the largest investors and consumers in the region, which is witnessing unprecedented growth and diversification. "NDTV Imagine provides the perfect platform to companies seeking to reach out to this burgeoning expatriate population. The channel’s test run has evoked a lot of interest and curiosity and we are in talks with several popular brands to help strategize their annual media campaigns," he pointed out.

According to Pathak, MAME is perfectly positioned to leverage its regional experience and keen insight into media consumption habits to help its clients introduce their products and services in a fast-growing market through effective communication strategies targeted at a global audience. It offers single-window media representation services at the local, regional and international levels covering both the electronic and print media.