ZEE Middle East launches ‘&TV’ a new premium differentiated content Hindi entertainment channel
Indian television, media and entertainment conglomerate, ZEE Entertainment has launched a new premium Hindi content channel &TV, a second Hindi entertainment channel for viewers in the Middle East. The channel will be available only on Channel 632 on eLife.
“&TV will offer a more substantial viewing experience to the South Asian audience in the Middle East that is always seeking fresh and relevant content. The channel extends our Hindi entertainment portfolio 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 capitalize on further such opportunities to build a robust entertainment bouquet and march ahead towards achieving the global ambitions set for the Company. Middle East is the first international region to launch &TV and we are proud to simultaneously launch the same on 2nd March along with India,” commented Mukund Cairae, CEO, ZEE Middle East.
While the newest entrant in the Indian GEC marquee, &TV has a big line-up of niche content, its probably looking forward to gain viewership with its show named, ‘India Poochega – Sabse Shaana Kaun?’
The show is adapted from an international format ‘Who’s Asking‘, where the baton of hosting has been handed to actor Shah Rukh Khan. Produced by Siddhartha Basu of Big Synergy, Zee expects this new age game show to change the dynamics of non-fiction formats on Indian Television.
“I am very excited to be a part of &TV’s game show India Poochega – Sabse Shaana Kaun? It is a unique game show that gives merit to the street smart ones. You might not be a scholar or a master in any field but if you are smart then this game show is for you. The channel has decided to bring on board innovative content that hopefully will personify the spirit of the new age South Asian,” Mr Cairae added.
Its other shows include Begusarai, produced by Saregama Productions along with series like Razia Sultan and Bhabiji Ghar Par Hai.
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 the minds of the expat South Asian residing in this region. 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 and we are certain that the audience will enjoy a different side of their superstar!,” shared Manoj Mathew, Chief Content & Creative Officer, Zee Middle East.