MUMBAI: Zee TV, Zeel?s Hindi general entertainment channel, has become a 24/7 service offering in Canada for the first time with the launch of Zee TV Canada, the American subsidiary of the Indian media and entertainment major said.

Zee TV, which had discontinued its deal with Asian Television Network (ATN), has signed a distribution deal with Canada?s largest distributor of third language television services Ethnic Channels Group (ECG).

Zee TV Canada will be available on Rogers, Bell and Telus starting from 1 February, Zee Americas said in a statement.

Zee Americas CEO Suresh Bala commented, "The impact and growing importance of the South Asian diaspora in Canada cannot be overstated. And with the launch of Zee TV Canada, we are now in a position to address this significant opportunity.

"Zee has and continues to remain the leading South Asian media brand globally. 650 million viewers in 169 countries around the world are testament to its popularity. We are fortunate to have found an energetic and progressive partner in ECG and we are confident that this partnership will help us to exponentially grow our business in Canada."

"As the largest distributor of international TV in Canada, the launch of Zee TV is a great addition to our Group," added ECG President Hari Srinivas.

Zee now has six channels in Canada catering to the diverse group of viewers which includes ETC Punjabi, Zing, Zee Salaam, Zee Tamizh and Zee Cinema.

ATN had signed an agreement with Zeel (then Zee Enterprises) in 2001 securing the exclusive rights to programming from Zee TV.