ZEE TV, a South Asian-focused broadcaster whose international viewership reportedly stands at 650 million people in 169 countries, is launching its flagship 24-hour entertainment channel in Canada starting Feb. 1.

Some Zee entertainment programming, which included five specialty channels – ETC Punjabi, Zing, ZEE Salaam, ZEE Tamizh and ZEE Cinema – had previously been carried in Canada by Markham, Ont.-based Asian Television Network. ATN last week announced it was launching an expanded slate of original Canadian productions with South Asian-audience appeal.

ZEE TV Canada will be available, along with its five sister offerings, on Rogers, Bell and Telus starting Friday, according to a story on the website of Ethnic Channels Group, Zee’s Canadian partner in the initiative.

ZEE Americas CEO, Suresh Bala added, “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.”