Zee Premier to be launched as Zee Anmol Cinema

To strengthen its movie cluster in rural markets, ZEEL intends to re-launch the free-to-air channel on Doordarshan's free direct-to-home platform DD direct

BestMediaInfo Bureau | Mumbai | August 30, 2016

From September 1, 2016, Zee Premier will be launched as Zee Anmol Cinema on Doordarshan's free direct-to-home (DTH) platform DD Direct on Channel No. 70. The move is an attempt to strengthen the movie cluster in rural markets.

Zee Entertainment Enterprises (ZEEL), India's leading entertainment conglomerate, already has an enviable Hindi movie cluster in India including Zee Cinema, &pictures, Zee Classic, Zee Action, Zee Cinema HD, and &pictures HD. The conglomerate claims to have a cumulative reach of 87.51 per cent in urban India and 59.17 per cent in rural India (Source: NCCS 4+, Urban HSM, Wk 1-32 2016) for these channels.

Apart from Zee Anmol Cinema, Star Utsav Movies and Sony Wah are in the free-to-air movie channels space. While Sony Wah has consistently been among the top five Hindi movie channels, Star Utsav Movies has been on and off. Zee Cinema has been among top five channels, according to BARC data. One will have to wait and watch what Zee Anmol Cinema brings for the conglomerate.

Sunil Buch

Confirming the launch of the new channel, Sunil Buch, Chief Business Officer, ZEEL, said, “The current increasing share of viewership in rural India gives us the scope of further expanding Zee's presence in HSM markets. Launching Zee Anmol Cinema also makes for an interesting challenge as the free-to-air Hindi movie genre already has several strong players in a dynamic and ever-changing environment. We will share more details soon.”

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