Zee embraces Bollywood masala, classics channel off for now

24 Aug,2018

By A Correspondent


Zee Entertainment Enterprises Limited (ZEEL), the first entertainment network to have a 24-hour Hindi movie channel, is now launching an all-new Hindi movie channel. Zee Bollywood is the name, and it will be unveiled on August 31 in the same slot as Zee Classic.


The channel has curated a roster of over 600 exclusive ‘Masalon se koot koot ke bhari filmein’. Said Prathyusha Agarwal, CMO, ZEEL: “At ZEEL, our aim has always been to fuel the entertainment space with extraordinary content that satiates the needs of our viewers. Specifically, in the Hindi movie segment we understand the viewer as someone whose mind seeks different kinds of cinema, while his heart continues to yearn for Masala Bollywood! Hence, we came up with the Big idea of Zee Bollywood – a channel that brings you the Best in class ‘Masalon se Koot Koot Ke Bhari Filmein’ that are high on Filmoglobin – the antidote to dubs and new age realistic movies, so that life is pumped up with ‘101% Shuddh Bollywood’. Zee Bollywood is our tribute to Masala Bollywood movies that excite the common man. The brand promise of 101% Shuddh Bollywood was conceptualized with rooted strengths of Timeless Bollywood movies, Larger than life expressions and Deadly dialogues. The channel’s look and communication has been created to pay homage to the principles of Masala Bollywood with original, iconic and dynamic renditions that viewers will find unique.”


Added Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster: “Zee Bollywood is our tribute to that purest form of cinema which stands for wholesome entertainment that defines the ultimate movie viewing experience. The charm of these movies lies in the unparalleled blend of raw emotions, intense drama, powerful action and soulful music delivered in a grand, glamorous scale. However, with the shift in focus to new age or realistic movies in the recent times, this charm is slowly getting lost.Audience of Hindi movies increasingly yearns for this genre of movies which is a strong need gap. With the launch of Zee Bollywood, we intend to wow our viewers with a platform that revels in this flamboyance of Shuddh Bollywood movies.”


Said Vijay Sanil, President, Sales at Zee Network: “Our latest offering Zee Bollywood promises to appeal to the Hindi speaking markets in the heartland. The new channel will now cater to the hard-core Bollywood fan who is a loyalist of masala Bollywood movies. The strong brand proposition has helped us connect with some of the key likeminded brands across sectors garnering four channel partners even before the channel goes live. Currently we have Nerolac, Lays, Cadbury and Nirma Salt as our channel partners. The response has been extremely positive from our clients and such partnerships further validate our belief in our offering. We are hoping to drive synergies with more brands as we embark on this new journey.”



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