ZEE Entertainment Enterprises is launching a free-to-air channel in India on Sunday 1st September called ZEE Anmol.
ZEE Anmol will be the first Indian television channel to launch simultaneously on mobile and television platforms including terrestrial. ZEE Anmol’s tagline will be ‘Dil Choo Jaye’ – a channel, which has been described to touch people’s hearts through real, genuine emotions that will be depicted through some of the best shows that Indian television has ever seen.
Bharat Kumar Ranga, Chief Creative & Content Officer (CCCO), ZEEL, said, “ZEE has built a legacy of entertainment and emerged as the strongest brand on television over the last 20 years only through closely listening to the voice of our viewers – it is only through understanding them that we have been able to bring ZEE to where it stands today. We have easily the richest library of content in the country and our shows are products of people’s love. Our insighting mechanism, which cuts across the length and breadth of the country, strongly indicates that the audiences today are craving for some of their all-time favourite shows from ZEE’s library and ZEE Anmol is an attempt to bring these popular shows back in to their lives.”
Ranga added, “At the same time, the television viewing universe has expanded by leaps and bounds over the last few years. So, the content of ZEE Anmol will be first-time consumption for a vast majority of viewers across smaller towns where C&S penetration is still picking up. Our shows will reach out to countless fresh viewers across every television household and immensely expand the reach of the network. So, the launch of ZEE Anmol is an exciting, new beginning for us.”
ZEE Anmol will showcase some of the choicest, hand-picked content in the history of Indian television including the most unforgettable shows from ZEE TV’s repository. It will also feature some of the current popular fiction and non-fiction properties of ZEE TV as well as entertaining movies and kids’ content.
The programming line-up of ZEE Anmol in its launch phase includes shows like ‘Pavitra Rishta’, ‘Choti Bahu’, ‘Saat Phere’, ‘Naagin’, ‘Maayka’, ‘Kasamh Se’, ‘Sindoor’, ‘Jhansi ki Rani’, ‘India’s Best Dramebaaz’, ‘Shabaash India’ and ‘Dance India Dance’ amongst others.
On the channel’s simultaneous launch on mobile and television, Akash Chawla, Marketing Head, National Channels, ZEEL, said, “With the mobile internet penetration in India reaching almost 100 million, a simultaneous mobile launch of ZEE Anmol will significantly aid in increasing the reach of the brand. Viewers, even with 2G connections and non-smartphones, will be able to keep up with the channel through its WAP site, zeeanmol.tv. The idea is to present viewers with convenience of consumption. We will use repurposed content such as concise 2-3 minute webisodes of our shows, mood-based videos, most memorable dialogues of our show’s artistes to facilitate convenient, on-the-go, snacking consumption of the channel.”
In the UK, ZEE has launched a similar service with a completely different brand name and eliminating the ‘ZEE’ prefix, known as Lamhe. A channel offering classic shows from ZEE’s library and movies from the golden era.