Zee Entertainment Enterprises Ltd. to launch a premiere movie channel, &pictures. Launching this month, the channel is touted as India’s first interactive movie channel.
The channel is being termed as an 'interactive movie channel'. Zee Cinema is positioned as a channel for popular Bollywood movies, while Zee Premier telecasts blockbusters in modern Indian cinema. Zee Classic has a strong library of Indian cinematic classics, whereas Zee Action focuses on the action genre. Overall, the network has over 4000 movie titles in its kitty.
Interestingly, the channel is expected to be full of Bollywood premieres for the first few months. To be launched in a month, &pictures has already acquired satellite rights for movies such as Chennai Express, Besharam, Ghanchakkar and Zanjeer.
Media reports suggest that Shahrukh Khan and Deepika-starrer Chennai Express could have cost about Rs 40 crore for the channel, in addition to the extra amount to be paid depending on the box office collection.
Ashish Sehgal, chief sales officer, ZEEL tells that a teaser campaign is running on the network channels, with the '&' sign being displayed on the corner of the screen. About ad-sales of the channel, he adds, "The channel will have an independent sales team; however, the network synergies always help for a big network like ours."