Zee Entertainment Enterprises Ltd. has acquired the UAE's leading radio station, Hum 106.2 FM, for an undisclosed amount. Zee claims to be the only entertainment network in the region to provide an extensive media solution to its partners through television, radio, and digital.
After pioneering India's first Hindi satellite channel, Zee TV in 1992, Zee Entertainment was the first to launch a Bollywood TV channel, Zee Aflam for the Arab audience in 2008, as well as introduced the Arab world to Hindi programs dubbed in Arabic with Zee Alwan in 2012.
The channel is always looking at strategic acquisitions across the globe to increase their footprint and market share in the entertainment industry. Radio has been an area of interest for Zee for quite some time and after extensive planning and studying of the brand values, ratings, and revenue generated by various stations, an investment in Hum FM was seen as the best option.
Hum FM has a legacy of almost two decades and with a current market share of 26 percent, it is the top Hindi radio station in the UAE. Zee is confident that it can leverage its very strong South-Asian brand connect onto radio, and offer a synergy of television, radio and digital that could revolutionize the entertainment industry in the UAE.
With an extensive library of music content that includes singing reality and an ongoing relationship with the big names in the industry and with one of the biggest music labels in Bollywood, Zee Music Company as a part of its portfolio, the new venture has all the ingredients needed to redefine the radio industry in this market.
106.2 Hum FM was previously owned and operated by Shamal Media Services. The station is a frequency originating from the emirate of Umm Al Quwain and forms a part of Umm Al Quwain Broadcasting Network (UBN). The frequency was one of the first Hindi and Urdu language frequencies to hit the UAE airwaves in the 1990s. It has redefined drive time and boasted of many celebrity radio jockeys. It also went on to popularize live cricket commentary on radio and has a lot of pioneering firsts in the radio business.