ZEE enters English movies space with &Privé HD; channel goes live on Sept 24

In a move to strengthen its position in the English cinema cluster, Zee Entertainment Enterprises Limited (ZEEL) is all set to launch its premium HD offering – &Privé HD. The English movie channel will go live across HD DTH platforms from September 24 at 1 pm. The channel will launch with the Academy Award winning movie ‘Moonlight’. 

&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 air non-mainstream English cinema. &PrivéHD will target viewers in the age group of 25-50 years, NCCS A in six metro cities. 

Derived from the French word Privé, which means a personal or private place, the channel promises to become viewers’ personal favorite destination for good cinema. The channel has been packaged by Zink, a Canada-based design studio, and takes its design inspiration from luxury international magazines like GQ and Cosmopolitan. 

Keeping in mind the audience who crave for the alternate, &PrivéHD has curated a library of niche and/or premium movie titles that have won prestigious awards all over the world. The channel will premiere 40 critically acclaimed movies along with over 350 other celebrated titles. 

Commenting on 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 &Prive 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 &Prive, 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 &Prive 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, added here, “&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 realised 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, said, “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 and 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.” 

FCB Ulka had created the campaign for &Privé HD. The channel has undertaken a robust marketing strategy and will be marketed across channels from the ZEEL stable. The campaign will also comprise print, digital and outdoor ads, along with tie-ups with multiplexes. The outdoor campaign across Delhi, Mumbai, Hyderabad and Bengaluru will commence from September 12. 

&Privé HD will be offered as part of the HD pack a-la-carte at a cost of Rs 30 across all major DTH operators – Videocon d2h, DishTV, Tata Sky, and Airtel, among others. The channel has also set deals for promotions on landing pages with these operators.