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IDF Exclusive : ZEEL enters FTA Hindi movie genre with Zee Anmol Cinema
[Image: 7f167ae1357d06a13f451558649f2b16.jpg]

After general entertainment and news, the movie genre is emerging as the next big bet for broadcasters targeting rural audiences.

After Star India and Sony Pictures Networks India, ZEEL has soft-launched its free-to-air (FTA) Hindi movie channel Zee Anmol Cinema.

The new channel is an extension of the Zee Anmol brand, which is an FTA Hindi GEC. “We will officially launch Zee Anmol Cinema in the middle of September.

The test signals of the channel are already on.

There are certain regulatory issues, plus we are fine-tuning our content strategy,” Zee Unimedia COO Ashish Sehgal told

The channel is currently available on Prasar Bharati’s free DTH platform Freedish.

It had won the slot in May under the name Premiere Cinema.

It is available on channel no 70 with the new Zee Anmol Cinema logo.

Earlier, Star and Sony had launched their FTA Hindi movie channels in quick succession.

Star’s Hindi movie channel has been named Star Utsav Movies, while Sony’s has been named Sony Wah.

Both channels have shot to the top five rankings of the Hindi movie channels in no time, giving &Pictures and Movies OK, the second-rung Hindi movie channels from Zee and Star, a tough competition.

While Star Utsav Movies has been moving in and out of the top 5 table, Sony Wah has been making it to the top 5 ranking quite consistently.

Sehgal believes that it is natural for broadcasters to launch FTA channels in the movie genre considering GEC and news have already developed that space.

Hindi movie is the second most-watched genre after Hindi GECs. “The FTA market is developing any which ways and movies form key content. With GECs already established in that market, the next bet was obviously to launch an FTA movie channel.

So the FTA market will have enough choice in three main genres GEC, movie and news,” he noted. He also stated that the movie genre has been on an upswing in recent times.

The reach of Hindi movie channels has bettered that of GECs; however, time spent continues to be less than GECs. The increased reach will hopefully help in improving the pricing of Hindi movie channels.
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