DUBAI - Bollywood is certainly a name to reckon with but there have been many inroads for Bollywood to find its niche among the entertainment industry in the Arab region. In Saudi Arabia, the channel has proven popular with Arabic-speaking audiences.

"B4UAflam was specially designed for entertainment in the Arab World and though the beginnings were challenging, it is a proud stepping stone today to realize that what began with rough edges, is today one of the top 20 channels in Saudi Arabia," said Ashok Shenoy, Head of International Business at B4U Network.

Shenoy said the company pursued a robust advertising campaign that included screening Bollywood movies on an outdoor screen in Jeddah, and negotiating with Saudi radio stations to play Indian songs sponsored by B4UAflam.

Movies and songs featuring Bollywood's most famous stars - Salman Khan, Amir Khan and Shah Rukh Khan - attract the largest audiences in the Arab world. - SG