Zee Entertainment Enterprises is launching a new premium movie channel '&pictures', which targets the youth segment.
The channel, which will be officially launched on August 18, will be an interactive channel with latest Bollywood flicks, Zee Entertainment Enterprises (ZEEL) chief content and creative officer Bharat Kumar Ranga said.
"There are around 12 Hindi film channels in the industry. But '&pictures' would be different from them. It would be broad basing and would be a channel of not only for youth but for the mindset," Mr. Ranga said.
Of the 12 channels, Zee Cinema, Zee Premier, Zee Classic and Zee Action are owned by the Zee group.
Mr. Ranga declined to give the investment made by the company to launch '&pictures'. He said the channel would derive around 55 per cent of its revenue for advertisements and rest from subscription and other sources.
"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," Mr. Ranga said.
'&picture' would not use the Zee branding and would create a separate identity among the viewers. It would, however, be a part of bouquet of ZEEL channels, Mr. Ranga said.
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