Zee to launch ‘&pictures’ on Aug 18 [updated]

06 Aug,2013

From L-R – Mr. Akash Chawla, ZEEL Marketing head (National Channels); Mr. Bharat Kumar Ranga, ZEEL Chief Content & Creative Officer and Mr. Ruchir Tiwari, ZEEL, Cluster Programming Head

Zee Entertainment Enterprises Ltd announced August 18 as the launch date for ‘&pictures’.  The channel is the sixth movies-only channel aired by ZEEL other than Zee Cinema, Zee Cinema HD, Zee Premiere, Zee Classic and Zee Action.

Speaking to mediapersons in Mumbai, ZEEL Chief Content and Creative Officer Bharat Kumar Ranga, Marketing Head – National Channels Akash Chawla and Cluster Programming Head – Hindi movie channels Ruchir Tiwari shared finer details on the channel and how it will be “India’s first interactive movie channel”.

Creative agency Scarecrow has been entrusted with the creative advertising for the channel. While a short promo is already on air, the campaign will break on August 8.

Said Mr Ranga: “Over the past 20 years, ZEE has built a reputation for content that is entertaining, profitable and of high quality…while at the same time, it has been inspiring and empowering to audiences. A new movie channel allows us to build upon our existing film and digital resources to create a continuing conversation with an audience that is interested in staying connected and engaged with the world around them.”

Speaking about the symbol ‘&’ and the logo, Mr Ranga adds, “The Ampersand sign in ‘&pictures’ signifies ‘Udaan’ (flight) & ‘Neev’ (rooted) and celebrates the duality of contemporary Indians. The Ampersand in the logo merges seamlessly with the ‘p’ of pictures and connotes the ease with which today’s viewer blends his ambition to soar high while remaining rooted to his sacrosanct values. The color red similarly radiates his bold ambition as well as the richness of his traditions.”

Said Mr Chawla: “The name and logo of the channel have been decided post a detailed study of more than 1000 brands across the world and after testing it with consumers in India. The main differentiator for ‘&pictures’ will be the innovative mediums of interactivity initiated to engage with audiences.  In fact, the core of brand ‘&pictures’ stems from the fact that today, viewers are not watching TV as the sole activity that they do…TV viewing is accompanied with time spent on mobiles, chatting on various, social media platforms, etc.”

Added Mr Tiwari:  “Building credibility and trust with our audience is paramount, so naturally we’ll provide a rich schedule right out of the box…and, we’ll do it the ‘&pictures’ way!”

The library consists largely of films released in the last 10 years. It includes newer titles include Kai Po Che, ABCD, Barfi, English Vinglish, Tanu Weds Manu, Love Aaj Kal, Agent Vinod, Agneepath, Desi Boyz, Kambakt Ishq and Break Ke Baad.

Meanwhile, ‘&pictures’ also announced a crowd-sourced film with active participation online.

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