ZEE Entertainment Enterprises Limited (ZEEL) has announced the launch of &TV, their flagship Hindi GEC under the ‘&’ bouquet. &TV aims to ‘mirror the thinking and values of an evolved India – the New Age &DIA!’ informed an official statement. The channel will go live in March 2015.
Punit Goenka, managing director and CEO, ZEE, said, “&TV will offer a more substantial viewing experience to an audience that is always seeking fresh and relevant content. The channel extends our Hindi entertainment portfolio under the ‘&’ bouquet and will add to the consolidation of our leading position in the entertainment industry. We are certain that with the launch of &TV, we will capitalise on further such opportunities to build a robust entertainment bouquet and march ahead towards achieving the global ambitions set for the company.”
Rajesh Iyer, business head, &TV, commented, “& is a symbol of revaluation and the channel has been conceptualised to depict change, stay contextual and contemporary. While the spirit of &TV is young, it is deep rooted in values. We intend to be a power house of entertainment, by tapping into and harnessing the powerful changes in the thinking, mindset and belief sweeping through this country of billions. As a new channel we will lead with innovation, try new things and new ways to meet the challenges of an increasingly competitive environment. We are thrilled to have Shah Rukh Khan as the host of our flagship non-fiction property (India Poochega – Sabse Shaana Kaun?) and we are certain that the audience will enjoy a different side of their superstar!"
The channel will be available across all cable and DTH platforms.