Lemar TV

About Lemar TV

Lemar TV (لمر, "sun") is the leading Pashto-language entertainment television channel in Afghanistan. Launched on 15 August 2006 and owned by Lemar TV Entertainment Ltd, part of the MOBY Group, it broadcasts from Kabul with all content produced in Pashto. The channel describes itself as the most popular Pashto channel — and the fourth most popular channel overall — in Afghanistan, and it remains on air with dated 2026 programming.

About Lemar TV

Lemar TV is a general-entertainment channel for Pashto-speaking audiences: dramas, music, reality formats, talk and cultural programming make up its schedule. Where its sister channel TOLO serves Afghanistan's bilingual mainstream, Lemar is the MOBY Group's Pashto flagship — a channel built specifically for the country's largest linguistic community.

The channel is owned and operated by Lemar TV Entertainment Ltd, which the channel's own published information identifies as part of the MOBY Group — the media company founded by Saad Mohseni and his siblings. That makes Lemar a sibling of TOLO (entertainment), TOLOnews (news) and Arman FM (radio) within the country's largest private media group.

Lemar's positioning is distinctive in Afghan television. While several channels carry some Pashto programming, Lemar is a dedicated Pashto channel: according to its own about statement, all content is produced locally or acquired globally and transmitted in Pashto. That single-language focus gives it a defined audience — Pashto speakers in Afghanistan and the Pashtun diaspora — and, by its own account, a dominant position with that audience.

The channel's self-description as the most popular Pashto channel in Afghanistan is the outlet's own claim, reported here as such. What is independently verifiable is its longevity — twenty years on air — and its continued operation into 2026, with dated video content from February 2026 and YouTube uploads indexed in September 2026.

History

Lemar TV launched on 15 August 2006, two years after its sister channel TOLO. The launch filled a clear gap: Afghanistan had entertainment television, but no major channel dedicated to Pashto-language programming. MOBY Group's move created one — a channel that would bring the group's entertainment formula of dramas, music and reality formats to Pashto-speaking viewers.

The channel's own account of its early years is that it won its audience quickly: it states that it made a place in the minds and hearts of its viewers in record time. Whether or not that pace is literally true, the channel's survival and prominence over two decades suggest the Pashto-entertainment formula found its public.

Through the 2000s and 2010s, Lemar built a schedule of Pashto dramas, music shows and cultural programming that paralleled TOLO's Dari-leaning output — giving Pashto speakers an entertainment channel of their own rather than dubbed or secondary programming. Its branding, the "sun" to TOLO's "sunrise," positioned it as the Pashto counterpart within the MOBY family.

The channel's place within the MOBY Group is worth spelling out. MOBY — founded by Saad Mohseni and his siblings — built the largest private media portfolio in Afghanistan: Arman FM radio from 2003, TOLO entertainment television from 2004, Lemar for Pashto audiences from 2006, and TOLOnews for news from 2010. Lemar's role in that portfolio has always been the Pashto entertainment pillar, complementing rather than duplicating its siblings.

Like its MOBY siblings, Lemar has remained on air through 2026. Dated video content on the channel's own feed from 12–15 February 2026 and LemarTV YouTube uploads indexed in September 2026 confirm current operations — a broadcaster still producing and publishing five years after the political changes that ended many Afghan channels.

Programming and coverage

Lemar's programming is entertainment built for a Pashto audience. Dramas — locally produced serials and acquired international series dubbed or presented in Pashto — are the backbone of the schedule, alongside music programming that serves one of the channel's core audiences: Pashto music has a large and devoted following, and Lemar is a primary television outlet for it.

Reality formats, talk shows and cultural programming round out the offering, giving Pashto-speaking households a complete nightly evening schedule in their own language. The channel's mix mirrors the commercial-entertainment model of its sister TOLO, adapted for Pashto language and culture: family viewing, popular music, serialised drama and light entertainment.

All content is transmitted in Pashto — the channel's defining characteristic and its commercial proposition. For Pashto speakers, Lemar offers a full entertainment schedule in their own language; for advertisers, it offers concentrated access to the Pashto-speaking market.

The monolingual strategy also carries cultural significance. Pashto is spoken by Afghanistan's largest ethnic group, yet for much of the country's media history Pashto speakers were served mainly by state broadcasters or by secondary programming on bilingual channels. Lemar's twenty-year run as a dedicated Pashto entertainment channel — producing and acquiring content specifically for that audience — represents a sustained investment in Pashto-language popular culture, from drama and music to comedy and talk.

Distribution details published by the channel are limited, but the 2026-dated video output on lemar.tv and the channel's YouTube presence confirm that its programming reaches audiences online as well as by broadcast. The channel's website functions as a video platform carrying current content.

Languages and platforms

Lemar TV broadcasts in a single language: Pashto. Every programme the channel transmits is in Pashto — locally produced content and globally acquired content alike. That monolingual focus is unusual among major Afghan channels and is central to Lemar's identity.

The primary platform is television broadcast from Kabul. Online, the channel operates lemar.tv, which carries dated video content — the February 2026 feed items confirming current operations — and maintains a YouTube presence under the LemarTV name, with uploads indexed through September 2026.

Social-media handles in the channel's video descriptions and a published contact for careers — vacancy@lemar.tv for the HR department — were noted in the channel's materials. Dedicated public social URLs were not separately verified at the verification date and are left blank in this profile.

Location and operating status

Lemar TV is based in Kabul, Afghanistan, and operates from inside the country — it is not an exile operation. Its Kabul base houses the channel's operations within the MOBY Group's Afghan footprint.

As of 13 October 2026, the channel is active. Dated video content from February 2026 on its own platform and YouTube uploads through September 2026 confirm a channel in operation — producing, publishing and broadcasting twenty years after its 2006 launch.

Official website and contact

The official website is https://www.lemar.tv, carrying the channel's about information and video content. The channel's published careers contact is vacancy@lemar.tv for its HR department.

WorldNM is an independent directory and does not own, operate or represent Lemar TV. For advertising, programming or other inquiries, please use the outlet's own channels.

Sources and last verified

This profile was verified on 13 October 2026 against lemar.tv (checked live: about text stating the channel launched on 15 August 2006, describing itself as the most popular Pashto channel and fourth most popular channel in Afghanistan, with all content produced locally or acquired globally and transmitted in Pashto, and identifying Lemar TV Entertainment Ltd as part of the MOBY Group; plus the published HR contact). Continued operation into 2026 is confirmed by dated February 2026 video content on the channel's platform and September 2026 YouTube uploads. Popularity claims are the channel's own. As with all directory entries, facts reflect what was publicly verifiable on the verification date.