ZEE Entertainment has announced the launch of &TV, a Hindi entertainment channel, for viewers in the Middle East alongside its all-India launch. The channel launches at 07:30pm on 2nd March and will be available only on Channel 632 on eLife. The newest entrant in the Indian GEC marquee, &TV has a big line-up of niche content including a […]
ZEE Entertainment has announced the launch of &TV, a Hindi entertainment channel, for viewers in the Middle East alongside its all-India launch. The channel launches at 07:30pm on 2nd March and will be available only on Channel 632 on eLife.
The newest entrant in the Indian GEC marquee, &TV has a big line-up of niche content including a show named, India Poochega Sabse Shaana Kaun? adapted from an international format Whos Asking. Indian super star Shah Rukh Khan will be hosting the show.
Commenting on the launch, Mukund Cairae, CEO, ZEE Middle East, said, &TV will offer a more substantial viewing experience to the south Asian audience in the Middle East that is always seeking fresh and relevant content. The channel extends our Hindi entertainment portfolio and will add to the consolidation of our leading position in the entertainment industry. We are certain that with the launch of &TV, we will capitalise on further such opportunities to build a robust entertainment bouquet and march ahead towards achieving the global ambitions set for the company. Middle East is the first international region to launch &TV and we are proud to simultaneously launch the same on 2nd March along with India.
On his involvement with the channel, its launch and the game show, Shah Rukh Khan said: “I am very excited to be a part of &TV’s game show India Poochega Sabse Shaana Kaun? It is a unique game show that gives merit to the street smart ones. You might not be a scholar or a master in any field but if you are smart then this game show is for you. The channel has decided to bring on board innovative content that hopefully will personify the spirit of the new age South Asian.
&TV will also launch with a host of fiction properties.
Manoj Mathew, Chief Content & Creative Officer, Zee Middle East said: & is a symbol of revaluation and the channel has been conceptualised to depict change, stay contextual and contemporary. While the spirit of &TV is young, it is deep rooted in values. We intend to be a power house of Entertainment, by tapping into and harnessing the powerful changes in the thinking, mindset and belief sweeping through the minds of the expat south Asian residing in this region. As a new channel we will lead with innovation, try new things and new ways to meet the challenges of an increasingly competitive environment. We are thrilled to have Shah Rukh Khan as the host of our flagship non-fiction property and we are certain that the audience will enjoy a different side of their superstar!