MUMBAI — Zee Entertainment Enterprises Limited (ZEEL) announced the launch of “&TV,” their new Hindi GEC (General Entertainment Channel) under the “&” bouquet Jan. 21 at Film City.
The newest entrant in the Indian GEC marquee, &TV unveiled its flagship property, “India Poochega – Sabse Shaana Kaun?” adapted from the international format, “Who’s Asking?” by Israel-based Armoza. The anchor of this show is Shah Rukh Khan.
Like the host, the very format of the game show challenges conventions. This is a show wherein the common man will don the role of the “Asker,” as well as that of the “Contestant.” While the Askers shall pose the questions, the contestants will try to win the prize money. Produced by Siddhartha Basu of Big Synergy, this new-age game show is touted to change the dynamics of non-fiction formats on Indian television.
Other shows launched at the &TV event included “Begusarai,” a quintessential quirky land set in the hinterland of Bihar; “Razia Sultan,” produced by Swastik Productions, written by Mihir Bhuta and with production design by Omung Kumar; “Bhabi Ji Ghar Par Hai!” which brings to life the lanes of Kanpur and introduces two neighboring couples; and the family drama “Badii Devrani.”
Derived from the conjunction ‘&’, the channel stands for binding people, ideologies and philosophies. &TV will mirror the thinking and values of an evolved India with contemporary and contextual content.
Punit Goenka, managing director and chief executive officer, Zee, said, “&TV will offer a more substantial viewing experience to an audience that is always seeking fresh and relevant content. The channel extends our Hindi entertainment portfolio under the ‘&’ bouquet and will add to the consolidation of our leading position in the entertainment industry.”
Rajesh Iyer, business head, &TV said, “& is a symbol of revaluation and the channel has been conceptualized to depict change and stay contextual and contemporary. While the spirit of &TV is young, it is deep rooted in values. We intend to be a powerhouse of entertainment, by tapping into and harnessing the powerful changes in the thinking, mindset and belief sweeping through this country of billions.”
The channel, to be launched in March, will be available across all cable and DTH platforms.
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