You have to give credit to Zee for successfully launching and sustaining a secondary, urban brand for 10 years, which Star was unable to do with Life OK and Movies OK.
That said, &pictures is the only &-branded channel to be a moderate to large success, and to a small extent &flix. &TV has been such a failure that I wonder why it is still on air, while &xplor HD and &privé HD were always going to be niche channels. Actually, &TV is the only &-branded channel which is not a movie channel.