Mumbai: Zee Entertainment Enterprises Limited (ZEEL) is all set to strengthen its position in the English cinema cluster with the launch of its premium HD offering – &Privé HD. The channel will go LIVE across HD DTH platforms on September 24th at 1 pm and will air some of the most awaited movie titles as part of its line-up. &Privé HD will launch with the proposition of ‘Feel the Other Side’ – aiming to present high end cinema lovers movies that boast of strong storylines as well as stellar performances. With this unique concept, the channel will satiate the appetite of Indian viewers for the non-mainstream English cinema who feel the soul of the movies.
Derived from the French word Privé which means a personal or private place, the channel promises to become your personal favorite destination for good cinema. Keeping in mind the audience who crave for the alternate, &Privé HD has curated a library of niche and/or premium movie titles that have won prestigious awards all over the world.
Speaking about the launch, Punit Misra, CEO, ZEEL said, “We are proud to present &Privé HD to our viewers who feel the other side of cinema; audiences who have a mind of their own, who chart their own path and take the road untaken. Like the name suggests, through &Privé we wish to become your personal space for quality cinema. In the last two years, there has been a remarkable growth in the viewership of premium English movies on the HD platform. With the launch of &Privé, we wish to further accelerate this and delight our consumers. The & brand talks to the contemporary Indian who has a progressive outlook and is experimental with his/her choices. We are confident that the &Privé brand extension, with its brilliantly curated content, will find a place in the hearts of the non-conformist, discerning viewer.”
Aparna Bhosle, Business Cluster Head – Premium and FTA GEC Channels, ZEEL said, “&Privé HD with its fantastic line-up of movies will appeal to audiences that have a global mindset and a penchant for premium experiences. The curated list of movies that will be aired on the channel have multiple layers and a certain depth – something that we have realized appeals to a section of non-conformist cinema enthusiasts in India. &Privé HD will boast of a line-up of movies that will cut across genres and will hopefully remain etched in the minds of our consumers, making them truly experience ‘The Other Side’ of cinema.”
Speaking on the marketing strategy, Prathyusha Agarwal, CMO, ZEEL stated, “For our free-thinking audience who have a fierce aversion to follow, &Privé HD will fuel the drive to think and feel different. Keeping in line with their evolved design sensibilities, the Brand & Broadcast Design delivers a signature luxury visual experience that is inspired by international magazine style and semiotics. Our communication campaign is an ode to our TG who venture beyond the obvious, celebrating those who feel the other side.”
The channel will launch with the Academy Award winning movie Moonlight and will also premiere 40 critically acclaimed movies along with over 350 other celebrated titles.