Movie Channels

Catching the viewer in his den

Published

21 years ago

October 27, 2004

Selecting a subject that has all the shades of a typical Bollywood thriller. Producing a two-minute movie out of it. Releasing it in theatres across India. And also marketing the movie. We are not talking about some experimental filmmaker‘s box office gamble. This is Zee Cinema‘s film venture Paap Ka Anth, which the channel launched to promote the Zee Cinema brand.

Produced by Zee Cinema and conceptualised by FCB Ulka and Zee Cinema Marketing, Paap Ka Anth is directed by Rajesh Krishnan of Foot Candles. The movie was released on 22 October in approximately 70 theatres across India.

According to Zee Network assistant vice president marketing Prakash Ramchandani, the whole idea was to promote the movie channel brand through the medium of cinema itself. He says the film is not just a promo with all pretty faces in it.

"The effort was to portray the essence of Zee cinema in particular and Indian cinema in general through a work that would ultimately underline the strength of Zee Cinema," he says.

Paap Ka Anth opens with a scene where a young Champakali is having an argument with her teacher (Vijay Raaz). Then she is kidnapped by a dacoit, grows up in a world of crime, and returns to extract her revenge and finally becomes the patron of dance institute.

According to Zee Cinema, Zee Music business head Bharat Ranga, the challenge was to create a promo that matches the reputation of a ten-year-old brand. He says that is the reason why the channel went for a film which in a subtle manner conveys the message that Zee Cinema has been transforming the lives of ordinary people with extraordinary entertainment.

"The subtlety had to be taken care of," Ranga stresses.

FCB Ulka COO Nitin Karkare says the effort was to capture the essence of Zee Cinema. The message is conveyed in an entertaining manner. The language of cinema has been used to convey the message loud and clear.

For director Rajesh Krishnan, the movie was special because it gave him the creative freedom, which normally eludes him while making ad films. "I felt like I was working on a full-length feature film," he says.

Shot in Chennai where the locales resembled the locations of Sholay, the story line is inspired by the life of Phoolan Devi. The basic elements of action, song and dance, kids, father, love, revenge, which are being considered as must for any Bollywood entertainer, are employed in this movie in an attempt to create the Bollywood mood.

The novel idea of releasing the promo in theatres came from the thought that you will find the collective audience of a movie channel in cinema halls only. The innovative idea of creating a movie for promoting a movie channel was backed by this smart placing. Zee Cinema will be launching the movie in the channel shortly. Ramchandani said there was no move to show a longer version of this two-minute movie in the channel.

On the marketing front, Zee Cinema advertised the release of the movie in newspapers. The ad was placed along with the release-advertisements of other movies. Post-release, advertisements announcing the fine rating of the movie were placed in the papers. The channel is also planning to come out with a cartoon strip of Paap Ka Anth in Chacha Choudhary comics.

The channel had a smart plan on the release schedule of the movie also. Paap Ka Anth was released on the Dussehra day and now the Diwali festival season follows. Says Ramchandani, "We released it during Dussehra since a lot of other films were due for release that occasion. The film will be running in theatres the entire month of Diwali. We have released it targeting Diwali because a lot of big movies are releasing during Diwali and that will help us to capture a good audience."

Speaking on the response from the public, Ranga says, "We have received encouraging feedback from theatres on the viewers‘ response," He says the final picture is yet to emerge.

So how much the channel has invested on the film? Ranga is not forthcoming on the figures. "Big monies are spent. It is not just the production cost. The release, the distribution, everything that goes into the release of a normal movie had to be taken care of in this case also," is only what he could divulge.

Speaking on the channel‘s plans to come out with more promotional campaigns, Ranga offers: Our efforts won‘t end with just one commercial activity. There is so much on the pipeline. The idea is to communicate with the viewer directly. We will be doing it more often."

"There will be more surprises," Ramchandani promises.

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Movie Channels

Laughs meet chills as ‘Jhamkudi’ hits TV screens

Published

4 months ago

November 13, 2025

indiantelevision.com Team

MUMBAI: Get ready for a hauntingly good time as Jhamkudi, the Gujarati blockbuster that cast a spell on cinema-goers, makes its world television premiere on Shemaroo Josh this 14 November at 7 PM.

Directed by Umang Vyas, the film takes viewers to the eerie village of Raniwada, where Navratri celebrations are overshadowed by the curse of a vengeful witch. Enter Bablo, a quirky real estate agent, and Kumud, a royal heir, whose fates collide in a hilarious and spooky chain of events that’s equal parts chaos and charm.

The film stars national award-winning actress Manasi Parekh, who shines once again with her trademark depth and grace, alongside Viraj Ghelani, the digital sensation whose comic timing is as sharp as ever. The stellar ensemble also includes Ojas Rawal, Sanjay Goradia, Jayesh More, Krunal Pandit, Chetan Daiya, and Bhavini Jani.

Blending goosebumps with giggles, Jhamkudi proves that even horror can have heart. With its sharp writing, witty dialogues, and a dash of desi masala, the film promises an evening of family fun that’s both thrilling and thoroughly entertaining.

So mark your calendars, grab some popcorn, and tune in to Shemaroo Josh on 14 November at 7 PM for the perfect mix of fright and delight, because this witch tale is all about wicked fun!

Movie Channels

Zee reels in record highs with a blockbuster show of movie magic

Published

4 months ago

November 5, 2025

indiantelevision.com Team

MUMBAI: In a cinematic twist worthy of its own premiere, Zee Entertainment Enterprises Ltd. (‘Z’) has pulled off a blockbuster of its own recording a three-year high share of 28.7 per cent in the Hindi movie cluster in Q2FY26. Proving that great storytelling never goes out of style, the content and technology powerhouse has reaffirmed its dominance in India’s ever-competitive movie broadcast landscape.

Leading the charge is Zee Cinema, which reclaimed its position as the No. 1 Hindi movie channel (15 plus HSM Urban) this quarter. Its line-up of premieres from the rural rumbler Jaat to the slick actioner Game Changer pulled in massive audiences. But it was Pushpa: The Rule – Part 2 that truly stole the show, delivering the highest-rated movie premiere of FY26 so far. The last film to achieve a similar feat? Gadar 2, also a Zee Cinema triumph from November 2023.

Meanwhile, Zee’s Free-to-Air dynamos Anmol Cinema and Zee Action flexed their reach muscle, becoming the most-watched channels across all languages and genres. Each channel drew in more than 116 million viewers, proving that free TV still holds unbeatable sway in Indian households.

The story doesn’t end in Hindi. Zee’s regional clusters continue to script their own success stories. In Marathi, Zee Talkies, Zee Yuva, and Zee Chitramandir maintained their near-50 per cent market share, with the world television premiere of Phullwanti delivering the highest ratings of the quarter. Down south, Zee Thirai (Tamil) and Zee Cinemalu (Telugu) kept their leadership intact, while Zee Biskope in the Bhojpuri belt ranked among the top three in its market, a cinematic sweep across regions.

“The growth of our movies cluster across languages is a strong reflection of our content strategy focusing on new super-hit premieres, classic titles from our library and data-driven curation,” said a company spokesperson. “The genre’s unmatched reach and strong resonance amongst male viewers and the youth also enable it to deliver scale and strategic value to advertisers across markets.”

And those advertisers are clearly tuning in. The genre’s steady viewership and distinct audience base make Hindi movie channels a mainstay in media mixes for India’s top ten advertisers. In September 2025 alone, Zee’s 22 movie channels across six languages reached over 550 million viewers, a testament to the scale and staying power of its cinematic empire.

From Hum Aapke Hain Koun and Karan Arjun to RRR and Bobby, Zee’s vast film library continues to bridge nostalgia and novelty. Some titles have reached iconic status Hum Aapke Hain Koun, for instance, has been watched by a staggering 250 million people over the past five years, roughly equal to the population of the world’s fifth most populous country.

As Zee continues to blend data with drama and strategy with storytelling, it’s clear the brand isn’t just broadcasting films, it’s curating a cultural phenomenon. For millions of viewers across India, the show must go on and with Zee, it most certainly will

Movie Channels

Lights, camera, boo! &pictures turns full on spooky

Published

4 months ago

October 31, 2025

indiantelevision.com Team

MUMBAI: Trick or treat, but make it filmi! This Halloween, &pictures is turning up the spook-o-meter with ‘Full On Halloween’, a fun-horror movie marathon airing all day on 31 October 2025. Promising goosebumps, giggles and ghostly surprises, the channel is set to deliver a perfect mix of fright and fun.

From eerie small-town tales to supernatural showdowns, the line-up packs in something for everyone. The chills kick off at 8:45 am with Kakuda, starring Sonakshi Sinha and Riteish Deshmukh, followed by the mischievous The Bhootni at 3:15 pm, featuring Sanjay Dutt, Palak Tiwari and Mouni Roy. At 5:30 pm, Phone Bhoot dials up laughs and scares with Katrina Kaif, Ishaan Khatter and Siddhant Chaturvedi, before the visually rich folklore fantasy Tumbbad closes the night at 10:40 pm.

Adding to the fun are K3 Kaali Ka Karishma, Om Bheem Bush, and Bhaagmathi, keeping the thrills fresh and spooky spirits high. With a blend of humour, horror, and high-energy storytelling, Full On Halloween promises a day where jump scares meet joyrides.

So this 31 October, grab your popcorn and your courage, because Halloween on &pictures isn’t just on… it’s Full On!