IndianMascot
Core Member
Zee Entertainment Enterprises Ltd on Monday launched a free-to-air Hindi general entertainment channel (GEC) called Zee Anmol to expand in small towns and cities.
“There is one segment that has grown very well in the last 7-8 years which we have missed out on completely (and) that is the free-to-air-audience base,” said Bharat Kumar Ranga, chief creative and content officer. “These homes were largely consuming free-to-air content. Zee TV being a pay TV channel wasn’t a part of that. This audience is close to 12-18 million homes...”
Direct-to-home (DTH) television services have expanded in a big way the past 7-8 years, ensuring that in areas where cable television is not available, satellite television is present through services such as DD Direct (the DTH arm of Doordarshan) or Dish TV.
Content for the new channel will be picked from the archives of Zee Network, including fiction and reality television shows.
“In the launch phase, we are going with content which is already present across the network. We want content that will touch the people across this country. Programmes like Saat Phere, Dance India Dance,Kasam Se are part of the line up,” said Ajay Bhalwankar, head-content, Hindi GECs.
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