Discovery Preps New Farsi Channel

LONDON: Discovery Communications is expanding its business in the Middle East and North Africa (MENA), partnering with BHS Media for a new free-to-air lifestyle channel in Farsi.

Home & Health Farsi is set to go live next month delivering “inspirational content for family-focused Persian women,” Discovery said today in a press release. The launch slate includes titles with Arab chefs—Mohammad Orfali in Modern Cuisine and Wafaa Alkandari in Salt & Pepper—plus international lifestyle series, among them Craft Wars and Gordon’s Great Escape.

“Discovery sparks curiosity through real-world entertainment and loved brands, engaging passionate communities around the world,” said Kasia Kieli, the president of Discovery Networks Central & Eastern Europe, Middle East and Africa. “Thanks to our innovative partnership with BHS and Eutelsat, we will further expand our FTA footprint across the region, and bring our content to more people across more screens than ever before.”

Amanda Turnbull, VP and country manager for Discovery Networks MENA, added, “Discovery has been investing in the Middle East for over 17 years, with globally-recognizable channels and popular program franchises that have helped to position us as one of the leading multiplatform broadcasters in the region. The launch of Home & Health Farsi represents Discovery’s commitment to also deliver a more localized offering, with content that has been specifically curated to meet the needs of the currently underserved Farsi-speaking communities.”

Hamid Rahmani, CEO of BHS Media, noted, “By partnering with Discovery, we are combining our local expertise with their world-class content creation capabilities to launch a channel that will provide a new style of entertainment for the Farsi market. Featuring a diverse range of lifestyle content from Discovery’s extensive library, including Arabic and international cooking series, travel, fashion and home makeover, Home & Health Farsi will satisfy the needs of the extensive female Farsi-speaking audience.”