Expanding its ‘&’ bouquet of channels, Zee Entertainment Enterprises Limited (ZEEL) is all set to launch a premium HD English movie channel – &Privé HD. The channel will go live across HD DTH platforms on September 24 at 1 pm and will air some of the most awaited movie titles as part of its line-up. The channel will go live with the premiere of Moonlight with a repeat telecast at 9 pm. The company already has the SD and HD variants of its English movie channel Zee Studio.
Explaining if this was the right time to enter the English movie space, Aparna Bhosle, Business Cluster Head – Premium and FTA GEC Channels, ZEEL, said, “The focus group study conducted by TGI says a large part of English movie viewers are non-conformist and there was a need gap prompting us to cater to them.”
&Privé HD will launch with the proposition of ‘Feel the Other Side’ – aiming to present high end cinema lovers movies that boast of strong storylines as well as stellar performances. The channel’s target audience will be all adults of age group 25-50, NCCS A in six metro cities.
The channel will come as the part of the HD pack and if subscribed on a-la-carte basis, it will be available at Rs 30.
The appetite of Indian viewers for non-mainstream English cinema is on the rise. If there were 3.1 lakh individual viewers for premium HD channels in 2016, this number went up to 4.8 lakh in 2017. The number of HD boxes in 2015 was 5 million, which is now at 12.8 million. “Every time a new channel was launched, we have seen increase in viewership of the genre,” noted Bhosle.
Derived from the French word Privé, which means a personal or private place, the channel aims to become viewers’ personal favourite destination for good cinema. The channel will launch with the Academy Award winning movie Moonlight and will premiere 40 critically acclaimed movies along with over 350 celebrated titles.
The channel’s packaging has been designed by Canada-based design house Zink.
Speaking about the launch, Punit Misra, CEO, ZEEL, said, "We are proud to present &Privé HD to our viewers who feel the other side of cinema; audiences who have a mind of their own, who chart their own path and take the road untaken. The ‘&’ brand talks to the contemporary Indian who has a progressive outlook and is experimental with his/her choices. We are confident that the &Prive brand extension, with its brilliantly curated content, will find a place in the hearts of the non-conformist, discerning viewer.”
Bhosle said, “&Privé HD will boast of a line-up of movies that will cut across genres and will hopefully remain etched in the minds of our consumers, making them truly experience ‘The Other Side’ of cinema.”
Speaking on the marketing strategy, Prathyusha Agarwal, CMO, ZEEL, stated, “For our free-thinking audience who have a fierce aversion to follow, &Prive HD will fuel the drive to think and feel different. Keeping in line with their evolved design sensibilities, the Brand & Broadcast Design delivers a signature luxury visual experience inspired by international magazine style and semiotics. Our communication campaign is an ode to our TG who venture beyond the obvious, celebrating those who feel the other side.”
The channel will undertake 360 degree campaign conceptualized by FCB Ulka to reach out to its TG. While the television campaign will play up on network channels and other channels starting September 12, digital will be a focus area, including social media.
The channel has done promotion deals with DTH platforms including promotion on landing pages. From September 18, the outdoor promotion will get activated in all metro cities with an equal focus on Hyderabad. The promos of the channel will also start playing on big screens across the target markets.