Movie Channels
Max 2 celebrates evergreen Indian cinema
MUMBAI: Bringing alive the magic of great Indian cinema, MAX 2 is all set to get evergreen films to its viewers that are fresh and enjoyable to watch. With a differentiated brand positioning of ‘Jab dekho tab naya’, it will showcase iconic films that have an eternal appeal.
With a rich selection of plots, dialogues, characters and music, the channel will handpick films for its viewers that will never cease to delight. Moreover, MAX 2 seeks to establish an emotional connect with viewers through an appreciation and understanding of great Indian cinema.
The objective of the channel is to not only cater to the needs of millions of Indian audiences who appreciate rich Indian cinema but also to inspire newer audiences to recognise and admire what went into creating such magnificent cinema.
On the programming front, a fresh spin has been given to the movie wrap around programming called ‘Take 2’. Detailed research has been put into gathering authentic and never heard before movie trivia to make it relevant and appealing across generations.
This short format programming will also draw a parallel between these iconic films and current consumer trends to make it appealing to the younger movie audience. ‘Sitaare’, another short format interstitial will be presented as mini biography. Featuring superstars of Indian cinema, these interstitial will take the viewers through an unseen, unknown and magical journey of their life. These will be presented in motion comic’s style making it contemporary, unique, visually appealing and relatable to the current generation of movie lovers.
Sony Max EVP and business head Neeraj Vyas believes that no matter what day and age, great stories, legends and music has eternal appeal. “MAX 2 has been conceptualised as a contemporary place for great Indian cinema. It attempts to give that due pedestal to great Indian cinema.”
Movie Channels
Ek Deewane Ki Deewaniyat Premieres 14 Feb on Zee
Ek Deewane Ki Deewaniyat world TV premiere 14 Feb at 8pm passion meets politics.
MUMBAI: Cupid’s arrow just got a plot twist and it’s heading straight for your TV screen. This Valentine’s Day, Zee Cinema is turning up the heat with the world television premiere of Ek Deewane Ki Deewaniyat, a raw, rule-breaking romantic drama that proves love doesn’t always come wrapped in roses.
Set to air on Saturday, 14 February at 8pm, the film stars Harshvardhan Rane and Sonam Bajwa, directed by Milap Zaveri. It dives headfirst into obsession, heartbreak, and the kind of unconditional love that leaves scorch marks. Rane plays Vikramaditya, a powerful politician whose all-consuming passion for actress Adaa spirals into chaos when his feelings go unreturned unleashing a storm of emotion, misunderstanding, and life-altering consequences.
The timing couldn’t be sharper. Audiences are clearly craving intense love stories over sugar-coated ones, and this film taps straight into that vein. Harshvardhan Rane already has a loyal fanbase from his cult hit Sanam Teri Kasam, which cemented his status as the go-to guy for heart-wrenching romance especially among younger viewers who keep the film on repeat.
Milap Zaveri captured the film’s beating heart, “This film is about love that doesn’t follow rules. With Valentine’s Day being a time when audiences gravitate towards romantic narratives, the television premiere of Ek Deewane Ki Deewaniyat on Zee Cinema felt like the perfect fit. The continued love for intense romances shows there is a strong emotional appetite for such stories.”
Rane himself called it a story rooted in messy, honest emotion, “Ek Deewane Ki Deewaniyat explores love in its most intense and vulnerable form where emotions are messy and deeply human. It’s a story that doesn’t shy away from passion or pain on Valentine’s Day making it even more special as it reflects the many shades of love people experience.”
Sonam Bajwa added her take, “Ek Deewane Ki Deewaniyat is not a conventional love story, it’s raw, intense and emotional. Valentine’s Day is usually associated with happy romance but this film explores love in its most vulnerable form.”
So if your Valentine’s plans include more than chocolates and clichés, tune in to Zee Cinema at 8pm on 14 February. Because sometimes the most unforgettable love stories aren’t the ones that end neatly, they’re the ones that leave you questioning just how far passion can push before everything changes.
