Updated: ZEE's new GEC Anmol to go on air on September 1

The new GEC from ZEE Network will compete with strong players such as Star Plus, Sony, Life OK, etc. The channel will target most tier III cities & remote areas via mobile and TV platforms

e4m by Abid Hasan
Updated: Aug 27, 2013 7:59 AM
Updated: ZEE's new GEC Anmol to go on air on September 1

Close on the heels of announcing the launch of a new movie channel, &pictures, ZEE Network is launching another general entertainment channel, Zee Anmol. The channel is being launched with the tagline ‘Dil ko chu jaye’. Zee Anmol is slated to go on air from September 1, 2013.

Zee Anmol will showcase some of the popular shows on the Zee TV network channels. The programme line-up for the channel in the first phase includes shows such as ‘Pavitra Rishta’, ‘Choti Bahu’, ‘Saat Phere’, ‘Naagin’, and ‘Maayka’, among others.

The channel will target most tier III cities and remote areas via the mobile and television platforms.

Speaking on the channel’s launch on the mobile and television platforms, Akash Chawla, Marketing Head, National Channels, ZEEL said, “With the mobile internet penetration in India reaching almost 100 million, a simultaneous launch of Zee Anmol will aid in increasing the reach of the brand.”

Zee Anmol will be in the fray for eyeballs along with strong competitors such as Star Plus, Life OK and Sony, among others.

The marketing campaign for Zee Anmol will be audio-visual intensive, while outdoor and transit media branding in select markets will optimise the buzz.

Commenting on the programme line-up,  Ajay Bhalwankar, Head of Content, Hindi GECs, ZEEL said, “It is immensely gratifying to know that some of the best shows of Zee, that people have followed religiously over the years, will now reach out to every television household of the country.”

Meanwhile, ZEEL has plans to launch more such channels in regional languages soon.

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