Zee Anmol to launch Sept 1 on TV & mobile

29 Aug,2013

By A Correspondent

 

L-R Content-Head, Hindi GECs, ZEEL Ajay Bhalwankar, Head-Marketing, National Channels, ZEEL Akash Chawla & Chief Creative & Content Officer, ZEEL Bharat Ranga at the launch of Zee Anmol

When we spoke about this channel to Bharat Kumar Ranga and Akash Chawla at the time of the &pictures announcement, they said the channel will be a lot more than just repeats of popular shows a la Star Utsav and DD India. Wait for the launch, they had said.

 

And the key differentiator will be the simultaneous launch of the free-to-air general entertainment channel on September 1 on the mobile and television platforms. Popular stars Kratika Sengar, Sayantani Ghosh, Binny Sharma and Sa Re Ga Ma Pa 2012 winner Jasraj Joshi alongside Zee’s official spokespersons announced the launch of the new channel in New Delhi on Tuesday.

 

Positioned as ‘Dil Choo Jaaye’, ‘Zee Anmol’ stands for the most invaluable things in life – Love, family, memories!

 

Said Mr Ranga, Chief Creative & Content Officer (CCCO): “We have easily the richest library of content in the country and our shows are products of people’s love. Our insighting mechanism, which cuts across the length and breadth of the country, strongly indicates that the audiences today are craving for some of their all-time favourite shows from Zee’s library and ‘Zee Anmol’ is an attempt to bring these popular shows back in to their lives!”

 

“The content of Zee Anmol will be first-time consumption for a vast majority of viewers across smaller towns where C & S penetration is still picking up,” he added.

 

Taking the route of ‘Entertainment along with Value’, the channel will interact with its viewers through interesting on-air contests that ask learning-based questions centered around its shows.

 

The programming line-up of ‘Zee Anmol’ in its launch phase includes shows like  ‘Pavitra Rishta’, ‘Choti Bahu’, ‘Saat Phere’, ‘Naagin’, ‘Maayka’, ‘Kasamh Se’, ‘Sindoor’, ‘Jhansi ki Rani’, ‘India’s Best Dramebaaz’, ‘Shabaash India’ and ‘Dance India Dance’ amongst others.

 

Speaking of the channel’s simultaneous launch on mobile and television, Mr Chawla, Marketing Head, National Channels, ZEEL said, “With the mobile internet penetration in India reaching almost 100 million, a simultaneous mobile launch of ‘Zee Anmol’ will significantly aid in increasing the reach of the brand. Viewers, even with 2G connections and non-smart phones, will be able to keep up with the channel through its WAP site zeeanmol.tv. The idea is to present viewers with ‘convenience of consumption’. We will use repurposed content such as concise 2-3 minute webisodes of our shows, mood-based videos, most memorable dialogues of our show’s artistes to facilitate convenient, on-the-go, “snacking” consumption of the channel.”

 

Added Ajay Bhalwankar,  Head-Content, Hindi GECs, ZEEL: “Countless viewers who constantly write into us demanding that we bring back these iconic shows will rejoice at the proposition of Zee Anmol. The launch of this FTA channel opens up new horizons of reach for Zee. ”

 

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