Zee Entertainment Enterprises Limited (ZEEL), the has launched its free-to-air (FTA) Hindi movie channel Zee Anmol Cinema, an extension of the Zee Anmol Brand which is a FTA Hindi general entertainment channel.
The new channel has been launched on the free direct-to-home (DTH) platform Freedish and is available on channel number 70, with the new Zee Anmol Cinema logo.
Ashish Sehgal, the chief operating officer of Zee Unimedia, commented: “We will officially launch Zee Anmol Cinema in the middle of September. The test signals of the channel are already on. There are certain regulatory issues, plus we are fine-tuning our content strategy”.
“The FTA market is developing any which ways and movies form key content. With GECs already established in that market, the next bet was obviously to launch an FTA movie channel. So the FTA market will have enough choice in three main genres GEC, movie and news”, he further added.