Movie Channels
Ten years of cinematic excellence: &pictures celebrates a decade of brilliance
Mumbai: &pictures, the prominent Hindi movie channel under the Zee network, marks a momentous milestone as it celebrates a glorious decade of entertaining the nation. From its inception, &pictures has been a powerhouse of masti, thrills, and heart-warming emotions, enthralling audiences with its impeccable selection of blockbusters and engaging interactive campaigns.
A pioneer in entertainment diversity
&pictures has emerged as a dynamic hub of entertainment, catering to audiences of all ages. With a captivating array of content spanning across Hollywood and Bollywood, this youthful contender has remarkably etched its presence in the competitive entertainment landscape. Garnering an impressive awareness score of 85 per cent as indicated by the brand track study conducted in January 2023, &pictures has swiftly risen in popularity over the course of a mere decade.
Dedicated to its promise of delivering ‘hatke’ content, the channel presents a steady stream of blockbuster movies that keep viewers hooked. While embracing modernity, &pictures remains deeply rooted in cultural ethos, seamlessly blending traditional narratives with contemporary storytelling to bridge the cultural divide.
Unveiling new dimensions of entertainment
From igniting dreams with “Sapno ki Udaan” to introducing the invigorating concept of “On Nahi Full On,” &pictures is thrilled to embark on its “10on10” journey, celebrating a decade of unwavering commitment to its viewers. The channel remains resolute in its pursuit of excellence, promising to elevate the showbiz experience with top-tier talent and captivating narratives.
A cinematic extravaganza
Dazzling viewers with a staggering 6429 hours of cinematic content annually, translating into a remarkable 7.4 billion average gross audiences per year, &pictures stands poised to dazzle the nation. The channel’s upcoming “#10on10” birthday celebration promises an electrifying line up of premieres meticulously curated to resonate with its audience’s heartbeat. From the indomitable spirit of Milli featuring Jhanvi Kapoor to the valor of Mission Majnu starring Sidharth Malhotra, and the electrifying camaraderie in Cirkus featuring Ranveer Singh, Jacqueline Fernandez, and Pooja Hegde, &pictures pledges to infuse every moment with exhilarating entertainment.
A year to remember
The jubilee year continues with an impressive roster of blockbusters, including Doctor G, Satyaprem ki Katha, Bhola, Sunny Deol’s critically acclaimed Chup, and Kisi Ka Bhai Kisi Ki Jaan, assuring audiences an unforgettable cinematic journey.
A decade celebrated nationwide
In honour of its tenth anniversary, &pictures embraces its viewers in a nationwide celebration that promises to amplify the festivities. From bustling metropolises like Delhi, Ahmedabad, to Indore, the “Celebration on Wheels” extravaganza invites enthusiasts to engage in exciting on-ground and digital events. Fans can relish virtual encounters with their beloved stars, participate in exhilarating games, and earn captivating prizes and giveaways. Additionally, the channel’s digital campaign, the #10on10Dosti contest, invites fans to join the celebration and seize the chance to be featured across &pictures’ official social media platforms.
An invitation to unbridled fun
&pictures extends a hearty 10on10 invitation to its cherished audience, promising a carnival of joy where every moment is a celebration. Prepare for a rollercoaster of entertainment, as the channel invites you to embrace the spirit of “On Nahi Full On!”
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.
