New Hindi GEC '&TV' gears up for 1^st quarter launch; acquires 'The Voice'

Pitched as a mainline Hindi GEC, the channel is expected to launch by the end of February or early March will offer a diverse mix of high-impact fiction, non-fiction, movies and event-based shows

Sarmistha Neogy | Mumbai | January 5, 2015

The Hindi general entertainment space saw a lot of action last year with three segmented channels – Zindagi, Sony Pal and Epic – being launched. But the space is likely to heat up in the New Year with the first mass-connect mainline Hindi GEC on the anvil – the first since the launch of Life OK three years ago – from Zee Entertainment Enterprises (ZEEL) which is gearing up to launch '&TV'.

If sources are to be believed, the channel will go on air by the end of February or early March. &TV will be positioned under the '&' bouquet and completely differentiate itself from ZEEL's flagship Hindi GEC, Zee TV. Currently, the channel is in the process of finalising the distribution and content deals.

&TV will be competing with the incumbent players in the highly competitive GEC space. In terms of the investments put in, &TV will be line with any other mainline GEC.

The channel has lined up an aggressive content strategy and started acquiring non-fiction formats. The channel will offer a diverse mix of high impact fiction, non-fiction, movies and events based shows.

According to the highly placed sources, &TV has acquired the format of the internationally acclaimed singing reality show, 'The Voice'. The popular reality show has travelled across 169 countries.

'The Voice' is an American reality television singing competition broadcast on NBC. Based on the original The Voice of Holland, the concept of the series is to find new singing talent (solo or duets) contested by aspiring singers, aged 15 or over, drawn from public auditions.

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