Dubai, Apr 15 , (PTI) : Middle East telecom operator Etisalat and South Asian media and entertainment company UTV have jointly announced the launch of UTV Bindass and UTV Movies in the United Arab Emirates. 

"Middle East is a very important and challenging market for Indian television and the company is pleased to join hands with Etisalat for distributing its content to South Asians in the UAE," UTV Chief Executive Officer Broadcasting M K Anand said.

Etisalat is the first operator in the Gulf region to offer the channels to its e-Life and e-vision customers in the UAE as a part of Asian Choice Basic package and A La Carte option, respectively.

"The addition of these two new channels will further enrich our bouquet of services, while offering unmatched entertainment to our viewers," e-vision Chief Executive Officer Humaid Rashid Sahoo said.

While UTV Bindass is a youth channel with a mix of reality content as well as Bollywood music, UTV Movies is a movie channel.

In the Middle East, UTV Global Broadcasting Limited (UGBL) has appointed Media stream FZE, a Dubai-based Media and marketing firm, to develop and deliver its channels over various conventional as well as New Media distribution channels.

"Going forward we plan to enhance our presence across the entire MENA region by customising our offering as well as developing interactive programming to meet the viewing preferences of the region and engage our audience on a long term basis," Anand added.