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MUMBAI:
Zee Entertainment Enterprises Ltd (Zeel) is making a foray
into the regional movie channel market.
The
company is launching Zee Talkies, a Marathi movie channel.
This beefs up its presence in the Marathi regional space with
news, general entertainment and now movies.
Zee
Talkies has received the uplinking license from the information
& broadcasting ministry and is targeting a launch in two
months.
Speaking
to Indiantelevision.com Zee EVP regional channels Nitin
Vaidya said, "We have obtained permission from I&B
ministry for the uplinking of Zee Talkies. Though encrypted,
the channel will initially be free-to-air."
The
channel's content and marketing strategy will be headed by
Zee vice president Ajay Bhalwalkar.
With
a library of over 300 Marathi movie titles, the network has
inked MoU's with three local production houses for 15 movies
to be released over the next two years. These deals include
Mahesh Manjekar's Ashwani Films, Sumita Talwalkar's Ashmita
Films and Bulbule's Indian Magic Eye.
"The
telecast of regional movies on Zee Marathi was an eye opener
for us as it delivered ratings in the region of 6-7 TVR in
All Maharashtra. The objective is to boost the Marathi film
industry," says Vaidya. The current size of the Marathi
film market is Rs 400 - 500 million, he adds.
Zee's
regional channels are under Zee News Ltd as they have a component
of news. But the movie channel will be under Zeel.
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