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Atul Saraf’s Care World TV eyes US market

MUMBAI: Atul Saraf-promoted ABS Entertainment’s health and wellness channel Care World TV is planning to tap the US market.

After launching the channel in test mode on digital devices like Roku Streaming Player, Amazon Fire, Yupp TV and Amazon Kindle, the company is thinking of launching it on other distribution platforms. Besides, the channel is already available for viewing live on careworldtvusa.com.

Care World TV will cater to South Asians in the US and Canada. The channel will carry US-produced content involving prominent US doctors who seek to help the community through their knowledge and skills.

atulsarafABS Entertainment CMD Atul Saraf said that the channel is currently testing on IP and the decision to launch on cable and direct broadcasting platforms will be taken in due course.

“We haven’t launched on any of the platforms yet. We are basically testing the channel on IP. Our MD has gone to the US to assess the market. Once he comes back, we will take a call on the road ahead,” Saraf said.

Meanwhile, the company has roped in former TV Asia USA network business and operations head Lal Dadlaney for the proposed US launch. At TV Asia USA, Dadlaney was primarily responsible for revamping and strengthening the infrastructure and operations of the channel.

With over 20 years of experience in film and TV distribution, he will oversee the launch of Care World TV USA from his base in New Jersey, the company said in a statement.

“While there are many channels in the general entertainment space in the US and Canada in all languages for South Asians, there is not a single channel dedicated to providing quality health information in an engaging, exciting, and entertaining manner. Care World TV USA will occupy that space,” said Care World TV MD Ajit Gupta, who along with Dadlaney and others, is a founding member of the new venture.

“Our team believes passionately in the concept ‘prevention is better than cure’ and this drives the programming philosophy,” he added.

“A healthy peaceful mind is directly correlated to a healthy body and our programmes reflect prevention, natural treatment of ailments and at-home remedies. Care World TV USA has a lot of potential in markets like the US and Canada. I am certain we will rewrite the history of American television programming in this segment,” Dadlaney summed up.