Press Releases2010

Dec 10, 2010
Zee Network to partner with the Ideal Home Show's Asian Pavilions for the second year running

Zee TV has announced a partnership with the award winning Ideal Home Show for the second year running, to create the dedicated British Asian home Pavilion, at next year's show, running from the 11th-27th March at London's Earls Court.

After the phenomenal success of the re-launched Ideal Home Show in 2010, which saw an excess of over 265,000 visitors across the 17 day event, Zee Network experienced a fantastic response to the first ever Zee Pavilions and are now looking to develop the concept again.

"Zee is delighted continue to build on this landmark partnership. Over the past 15 years, Zee has continually strived to provide innovative entertainment to South Asians living in the UK. The Zee Pavilions at the Ideal Home Show is an unrivalled platform for us to leverage our experience and extend the appeal of South Asian lifestyle to attract a much wider audience to the show," said Govind Shahi, Head of Business for Zee Network, Europe.

As part of the partnership deal, Zee Network will be given sole naming rights as the official Media Partner of the 'Zee Café Asian Food Pavilion' and the 'Zee Asian Lifestyle Pavilion', in association with Shreem Events.

The Zee Asian Pavilions is a celebration of British Asian Culture, that encapsulates Asian food, Asian fashion, Asian lifestyle and entertainment in a dedicated Live feature within the main exhibition space of the Ideal Home Show.

Visitors to next year's Ideal Home Show will be able to experience a whole host of products and services relevant to living a British Asian life.  They will be treated to an array of Asian inspiration from weddings, fashion, beauty, home, lifestyle, business services, travel and entertainment from a variety of brands across the Asian market.

Zee Network will play a major part in curating the Asian Pavilions content for the Ideal Home Show, as well as creating exciting British Asian entertainment across the 17 day event that will be organised and run by Shreem Events.

Zee will be providing film crews to capture all the on-site buzz and features which will be broadcast as part of its Out and About programme.

Zee backed the event in 2010 for the first time, and since has been successful in the event's world hosting two of the largest Diwali celebrations and Eid in Trafalgar Square with the Mayor of London, in huge crowds of over 150,000 people.

With Zee's successful track record of attracting vast audiences amongst the South Asian population, the Ideal Home Show believes Zee will play a major role in creating interesting content that will attract visitors from a wider spectrum of cultures and nationalities across London and the UK to the 103rd annual Ideal Home Show.   

"We are delighted to welcome Zee back to the Ideal Home Show for their second year." said Rob Nathan. Group Marketing Director for Media 10 Ltd, Organisers of the Ideal Home Show.

"Zee Network's a quality Entertainment broadcaster, and involvement in national and international events is testament to their success in delivering exciting content that engages with a wide variety of consumers through the celebration of British Asian Culture."

"Having worked with Zee in 2010 we have no doubt that the partnership with Zee Network will once again provide an opportunity for us to attract a wider cultural audience from across London and the rest of the UK to next year's Ideal Home Show."

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