Zee Entertainment Enterprises Ltd. (ZEEL) will soon launch its new Free-To- Air Hindi movie channel, ‘Zee Anmol Cinema’ on Doordarshan’s free direct-to-home (DTH) platform DD Direct to further strengthen the movie cluster in rural markets. Zee Premiere currently beaming on Channel No. 70 will be launched as Zee Anmol Cinema on September 1.
Confirming the launch of the new channel, Sunil Buch, Chief Business Officer, Zee Entertainment Enterprises Ltd. said, “The current increasing share of viewership in rural India gives us the scope of further expanding ZEE’s presence in HSM markets. Launching Zee Anmol Cinema also makes for an interesting challenge as the FTA Hindi movie genre already has several strong players in a dynamic and ever-changing environment. We will share more details soon.”