1 Minute View: Ek aur naya movie channel!

01 Aug,2013

Our appetite for Bollywood content is so huge that there has been some cheer for the announcement of Zee Entertainment’s fifth film channel. ZEEL runs the flagship Zee Cinema along with Zee Premier, Zee Action and Zee Classic.

 

But &pictures, as the channel is to be called, may well be able to meet the kind of promise which one had thought at least one other Hindi film channel had launched with some years back: Premieres and high blitz events.  A mail from the channel’s spokesperson tells us that &pictures is “keeping up with its target of being a noteworthy and a clutter breaker in this space and as a testimonial to that the channel has gone ahead and obtained the most awaited blockbuster of the year”.

 

The key to the success of &pictures is how many new movies the channel acquires. And how its interests work with that of the flagship GEC – Zee TV. So, for instance, where will the first ‘World TV Premiere’ of any film happen – the GEC or the film channel?

 

In the recent past we’ve seen some aggressive marketing employed by movie channels for their big film premieres. Zee Cinema for Barfi! And Max for Aashiqui 2.

 

Guess, we can expect similar and more action from &Pictures.

 

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