MUMBAI: Free to air (FTA) is the new buzzword in television, especially considering how well the non-pay TV channels are doing. Adding another one to its channel cluster is Zee Entertainment Enterprises Ltd (ZEEL). It is to soon launch its new FTA Hindi movie channel, Zee Anmol Cinema on Doordarshan’s free direct-to-home (DTH) platform DD Direct service Free Dish. It is set to replace Zee Premiere which is currently beaming on Channel No. 70 from 1 Septmeber.

Confirming its launch, ZEEL chief business officer Sunil Buch said, “The current increasing share of viewership in rural India gives us the scope of further expanding Zee’s presence in HSM markets. Launching Zee Anmol Cinema also makes for an interesting challenge as the FTA Hindi movie genre already has several strong players in a dynamic and ever-changing environment. We will share more details soon.”

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