MUMBAI: Zee Telefilms today announced the official launch of three specialist movie channels - Premiere, Action and Classic Cinema - on cable networks.

Aimed at being popular cinema channels on Zee's DTH service which has 20,00,000 subscribers, the trio had seen a soft launch on the cable platform some months ago.

The strategy is to penetrate the Hindi heartland of the country and strengthen the popularity of the Zee Network.

Zee had not promoted the launch of the three channels on cable networks earlier as a change in guard was on the offing. Also the plans for promoting these three channels were being firmed up.

Now Bharat Ranga is put in charge. Announcing the launch, Ranga in an official statement says, "It gives us great pleasure to offer three new movie Channels - Premiere, Action and Classic Cinema - to our viewers. It will be available as a part of the Zee bouquet. Zee, which has the largest Hindi movie library, presents customised movie channels to a mass audience with different tastes. With the growth of the cinema genre it becomes essential to cater to growing demand of cinema audiences."

Three assorted genres of cinema channels will reach the masses with a focus to appeal viewers of all ages. While Premiere Cinema showcases the latest Hindi movies, Action Cinema will satisfy largely male audiences wanting Hindi action movies. Classic Cinema is aimed at wooing Indian masses with old and popular evergreen movies.