Movie Channels
Max goes in for another signature makeover
MUMBAI: Whatever the logic, Max, the sister channel of SET, has once again changed its signature – to ‘Deewana Bana De’. Max, carved out of SET to give both channels a distinct focus, had been positioned as a channel ‘Where your heroes belong’ in April 2001.
Then Max executive V-P Kacon Sethi had said that the world of Hindi cinema and cricket share a common platform on Max. The forthcoming cricket season on the channel, the new brand ambassador in the form of Kapil Dev and the growing emphasis of the channel on events as well seems to have coaxed SET top brass into thinking that ‘Deewana bana de’ will be more appropriate in encompassing the excitement, cricket action, passion and entertainment that the channel offers.
The line, conceptualised and developed by Euro RSCG, is intended to symbolise passions and aspirations of the viewers, according to Max business head Rajat Jain. The line has been appearing on all advertising, promotional and programming material for Max since August. The slew of new shows on the channel, including the Ruby Bhatia anchored Cricket Masala and Kapil Dev’s Kapil Dil Se are critical to the mood that the channel is trying to create prior to the ICC Champions Trophy that will be telecast on the channel from next week (12 September the tournament kicks off).
While Max’s focus last year lay in the territory of films – acquiring blockbusters like Kaho Na Pyaar Hai, Mission Kashmir and Hera Pheri, as well as Yash Chopra’s films, the focus has now shifted to ‘cricket, movies and events’. The effort since last year has been to project Max as being on par with and not an appendage of SET, and the new look that Max acquired in January 2002 as well as the new signature it has recently given itself are all aimed at reinforcing that message.
Movie Channels
Zee5 launches five free FAST channels on Samsung TV Plus India
New genre-led channels bring comedy, drama, horror, classics and South films to Smart TVs.
MUMBAI: Zee5 just turned Samsung Smart TVs into a free entertainment buffet because when premium content costs nothing, even the remote control starts smiling. Zee5 has launched five curated free ad-supported streaming TV (FAST) channels on Samsung TV Plus India, making high-quality, genre-specific entertainment available subscription-free to millions of Samsung Smart TV owners across the country.
The five channels now live are:
Zee Comedy Nation – Popular comedy shows and movies
Zee Dil Se – Compelling drama series
ZEE Horror Nights – Horror and supernatural content
ZEE Cine Classic – Timeless Indian films
ZEE South Flix – High-energy South Indian films dubbed in Hindi
All content is drawn from Zee5’s extensive library and programmed in a lean-back, always-on format ideal for large-screen viewing. This launch strengthens Zee5’s Connected TV strategy at a time when 64 per cent of its premium content watch time already comes from connected devices.
Zee5 chief business officer Siju Prabhakaran said, “At Zee5, we believe accessibility and scale will define the next phase of digital entertainment growth in India. Our presence on Samsung TV Plus strengthens our Connected TV strategy, enabling viewers to discover curated, genre-led content in a seamless, free, and premium environment.”
Samsung TV Plus India head of partnerships Kunal Mehta added, “Local partnerships are at the heart of how we grow Samsung TV Plus in India. Zee Entertainment is one of India’s most iconic media brands, and bringing their channels to our service means millions more Samsung Smart TV owners can enjoy premium local content, subscription-free.”
The channels are available directly through the pre-installed Samsung TV Plus app with no login or subscription required. This marks another milestone in Zee5’s CTV expansion and builds on its growing international presence, with Zee channels already available on Samsung TV Plus across Southeast Asia, Australia and New Zealand.
In a streaming world where paywalls often block the fun, Zee5 and Samsung have quietly opened the gates, proving that sometimes the best things in life (and on your TV) really are free especially when they come with a side of comedy, drama, horror, classics and South Indian blockbuster energy.
