The new Hindi GEC which was to be launched by Zee Entertainment Enterprises Ltd. (ZEEL) under the ‘&’ brand will go by the name ‘&TV’ and is slated to be launched soon during the current quarter according to a source close to development. &TV is designed to compete with mainline Hindi GECs with a diverse mix of fiction and non-fiction shows.
Some of the fiction shows that will be launched on &TV include Razia Sultan, a show on the untold story of the first woman emperor of India, which is produced by Swastik Production. Begusarai is another show in its fiction lineup which is produced by Sa Re Ga Ma Pa Productions and Jaaswand Entertainment. The channel is also in talks for acquiring the internationally acclaimed reality show ‘The Voice’ for its non-fiction lineup, said the source. Other high voltage fiction formats are also planned. We however were not able to receive any official information regarding the same from the network.
ZEEL had earlier announced that it will be launching a Hindi GEC under the ‘&’ brand portfolio, which currently has one movie channel &picture, during the current fiscal year. According to some media reports, the network is expected to invest Rs 700-1,000 crore over the next three to five years on the channel till it breaks even. The network had also invested Rs 80-100 crore on the launch of the channel premiere Hindi GEC channel Zindagi around six months ago. A year earlier it had invested Rs150 crore on the launch of channels Zee Anmol and &pictures, and its digital verticals to increase its revenues in the market which has become fragmented.