&xplor HD – ZEEL’s new premium Hindi movie offering
~ The premium HD destination for thought provoking yet entertaining Hindi movies is now on air~
Zee Entertainment Enterprises Limited (ZEEL) is all set to strengthen its ‘&’ brand for its entertainment channels with the launch of a new premium HD Hindi movie channel – &xplor HD.The channel will air some of the most awaited Hindi movies as part of its movie lineup.
Taking a step towards cementing its position as the number one network in the country, the global media and entertainment conglomerate has added another channel in the Hindi movie category with the launch of a premium HD Hindi movie channel – &xplorHD. The channel promises an unparalleled experience that will unbox cinema for the viewers.
The channel’s tagline is “Cinema Unboxed” which can be seen under its logo. The channel’s full proposition reads as “Experience UNroutine, UNexpected, UNformula movies. &xplorHD, Cinema Unboxed”.
When life is an exploration, why shouldn’t cinema also be the same? The Indian audience is forever seeking new experiences and is constantly re-evaluating cinematic conventions. Today’s generation believes that experiment is the new form of experience. Taking this viewer insight into consideration and bridging the need gap for content that is beyond the traditional definition of cinema, &xplorHD will cater to every movie aficionado’s entertainment cravings that are UNroutine, UNexpected and UNformula. The channel boasts of a vast repertoire of titles that explores storytelling like never before. &xplorHD will air movies like Article 15, Badla, Mard Ko Dard Nahi Hota, Tumbbad, Sonchiriya, Gully Boy, Manmarziyaan and many more. By showcasing movies that are thought provoking yet entertaining on television, &xplorHD with its brand promise of ‘Cinema Unboxed’ endeavors to bring to its audience cinema that helps one explore different worlds.
Talking about their latest offering, Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said, “The Hindi movies industry is moving towards creating content which relies on the power of interesting stories and differentiated treatment. We are seeing an increase in dependence on these factors for box office success. Furthermore, studies have indicated that the HD TV audience has an unsatiated palette for such movies but doesn’t have a single avenue where it can be experienced. &xplorHD with its specially curated library of exclusive, rich, new age entertainers will be the premium destination for the discerning audience.”
Prathyusha Agarwal, CMO, ZEEL adds, “At ZEEL, our aim is to offer extraordinary content which satiates the need of our diverse viewer segments. For today’s audience, experimentation is the new form of experience. Be it food, friends, relationships, jobs, vacations, no experiment is increasingly seen as no experience. Specifically, when it comes to Hindi Cinema, familiar definitions are no longer valid. With a brand promise of ‘Cinema Unboxed’, &xplorHD strives to help viewers embark on a journey of cinematic and emotional discovery. Crafted for an audience that consumes the latest in design and content, the brand’s visual premise rests on the device of a maze with a traveling ball reflecting an unexpected world to explore. We invite the audience to eschew the routine and familiar and unbox the unformulaic world with &xplorHD”
ZEEL’s PR firm Genesis BCW speaking to DreamDTH.com confirmed the launch of &xplor HD.
The new channel will compete with the likes of Star India’s Star Gold Select HD. &xplor HD has already been spotted as the official satellite partner on upcoming Hindi movies. The channel’s logo has already been spotted on the trailers of Jabariya Jodi and Judgmental Hai Kya? as its official satellite partner.
&xplor HDs launch will bolster Zee Entertainment Enterprise Limited (ZEEL)’s Hindi movie channel offerings. It is ZEEL’s third HD offering in Hindi movie genre. ZEEL’s Hindi movie cluster now consists of 9 channels – Zee Cinema, &pictures, Zee Bollywood, Zee Action, Zee Classic, Zee Anmol Cinema, Zee Cinema HD,&xplor HD and &pictures HD. ZEEL’s ‘&’ brand now has 8 channels &tv, &tv HD, &pictures, &pictures HD, &flix, &flix HD, &prive HD and &xplor HD.
The channel will be available in Zee Family Packs starting at Rs 60 along with Zee All in One HD packs starting at Rs 85 and it will be available at Rs 4 per month (taxes excluded) if subscribed on a-la-carte basis.
Contact your DTH/Cable Operator now to experience UNroutine, UNexpected, UNformula movies with &xplorHD!
The broadcaster had received the name change approval grant of its license Big Magic HD to &xplor HD from the Ministry of Information and Broadcasting (MIB) in January itself which we broke first. Given the name of the channel initially, it was expected to be a lifestyle channel though it became clear that it was a Hindi movie channel when the RIO was published. On 14th May the broadcaster published its new RIO version on which officially signalled its launch.
The broadcaster had created social media channels in May before Zee Classic launch itself. The test signal went on air a week later signalling a possible mid-June launch similar to Zee Classic which launched a month after the RIO was published. ZEEL’s Hindi HD movie channels Zee Cinema HD and &Pictures HD started airing ads requesting the viewers to demand their DPOs to add &xplor HD on July 7 only to be stopped a day later. The broadcaster social media handles across Twitter, Instagram and Facebook went live with &xplor HD promotions on 17 July only to be deleted within half an hour after we spotted it.
ZEEL to continue strengthening movie offerings
The launch is in line with ZEEL’s plan to expand its movie offerings. The broadcaster had on May 15 brought back Zee Classic to the TV screens. Last year Zee Classic had been replaced by Zee Bollywood. Commentating upon ZEELs FY19 performance, ZEEL MD & CEO Puneet Goenka said: “We continued our investments in acquisition of movie rights which will help us launch exclusive movie channels in regional markets and bolster our existing portfolio.”
A few weeks back ZEEL CFO Rohit Gupta commentating upon ZEEL’s new businesses and initiatives had said “Our domestic broadcast business is preparing to launch movie channels in regional markets for which we have been building a library for some time. Incremental investments in the domestic broadcast would be limited. During the past year, our movie channels in India have garnered the highest viewership share and registered a strong revenue growth. We will expand our movie offering by adding three channels to the existing bouquet of thirteen.”
ZEEL’s Hindi Movie cluster of 8 channels – Zee Cinema, &pictures, Zee Bollywood, Zee Action, Zee Classic, Zee Anmol Cinema, Zee Cinema HD and &pictures HD, reached its highest ever viewership share and retained its leadership position in FY 18-19. With the acquisition of movie library rights, including future rights and the rights of movies under production, the Hindi Movie cluster continues to expand its catalogue, which will provide an impetus for future growth. As part of ZEELs stated strategy, it has been aggressively building a sizable movie library across languages over the past couple of years. In addition to helping the existing channels improve their viewership share, it will help ZEEL launch movie channels in three regional markets during FY20.
Stay tuned to DreamDTH for exclusive first hand &xplor HD addition news across DPOs
* Special Thanks to Genesis BCW and Ayan Dutta for letting us in on the press release first hand
(Copy updated with &xplorHD Promo)