Zee TV's &pictures launch to be followed by GEC Anmol

MUMBAI: Earlier this week, media offices went into a tizzy when a small pouch containing a fortune cookie and a chocolate box arrived at journos tables with just a tag '& coming soon.' Additionally, an anonymous email arrived saying that &pictures has bagged the broadcast rights of upcoming film Chennai Express. No one knew who it was from; everyone was kept guessing.

On 1 August, the anonymous sender's identity was revealed. A press release arrived from Zee TV proclaiming that it is launching a new movie channel christened &pictures. And it gave sparse details about the channel.

Now would like to reveal more about the initiative to readers: &pictures is currently being led by Zeel chief content and creative officer Bharat Kumar Ranga and is expected to launch a fortnight from now. And the target audience, well, it's going to be young India, namely the youth. Hence, the channel will run films which excite them and which are not more than a decade old.

"But that doesn't mean we will not show cult movies like Jo Jeeta Wohi Sinkandar. Even today youngsters can relate to movies such as these and enjoy them to the fullest. So, whatever our TG wants, we will give it to them," clarifies the source.

The network is currently promoting the channel digitally keeping in mind that the TG is normally online 24x7. However, large-scale promotions and marketing activities will start only after the first week's ratings, elaborates the source. has learnt that there is more in the offering from the Zee TV network. It is slated to launch another GEC in September called Anmol which is likely to be like Star Utsav, that plans to air re-runs of Zee TV shows like DID LiL Champs, Indias Best Dramebaaz, Afsar Bitiya, Sapne Suhane Ladakpan Ke, Punarvivah and Pavitra Rishta.

Moreover, the test signals of the channel have already started. Anmol has been added on Dish TV, running on channel no 103 via DD Direct Plus and has replaced 9XM (now on 670). The new channel has also launched its official Facebook page.

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