ZEE Unveils &xplorHD Hindi Movie Channel

Blockbuster movies Article 15, Badla, Mard Ko Dard Nahi Hota, Tumbbad, Sonchiriya, Gully Boy, and Manmarziyaan are all promised as part of the channel’s aim to air “throught-provoking yet entertaining” titles.

“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,” said Ruchir Tiwari, business head, Zee Hindi Movies Cluster.

“&xplorHD with its specially curated library of exclusive, rich, new age entertainers will be the premium destination for the discerning audience,” he added.

ZEEL CMO Prathyusha Agarwal said: “For today’s audience, experimentation is a new form of experience… Specifically, when it comes to Hindi Cinema, familiar definitions are no longer valid.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.”

The channel will join sister channel &Pictures, as well as a range of channels in the Hindi movie space, including Colors Cineplex, Star Gold, Sony Max, B4U Movies and Zee Cinema.―Rapid TV News