Zee Entertainment Enterprises Limited (ZEEL) is launching the English movie channel &Privé HD, which is set to go live across HD DTH platforms on September 24 with an airing of Moonlight.
&Privé HD will launch at 1 p.m. with the tagline ‘Feel the Other Side.’ The channel’s goal is to present high-end movies with strong storylines and performances. It targets Indian viewers of non-mainstream English cinema. The channel’s name is derived from the French word Privé, which means a personal or private place. &Privé HD has curated a library of niche and premium movies that have won awards around the world. The channel will launch with the Academy Award-winning Moonlight and will also premiere 40 critically acclaimed movies, along with more than 350 additional titles.
Punit Misra, the CEO of 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 &Privé 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 &Privé, 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 &Privé brand extension, with its brilliantly curated content, will find a place in the hearts of the nonconformist, discerning viewer.”
Aparna Bhosle, the business cluster head of premium and FTA GEC channels at ZEEL, commented, “&Privé HD, with its fantastic lineup 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 realized appeals to a section of nonconformist cinema enthusiasts in India. &Privé HD will boast a lineup 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.”
Prathyusha Agarwal, the CMO of ZEEL, stated, “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.”