Zee to launch English movie channel '&Privé'

[Umair Malik]

Zee Entertainment Enterprises Limited (ZEEL) is set to launch a premium high definition English movie channel - &Privé.

Zee EntertainmentA source close to the development informed afaqs! that the channel, which plans to target 'affluent metro viewers' aged between 20-50, will air exclusive television premieres of award winning titles among its lineup.

We were also informed that Aparna Bhosle, business cluster head - Premium & FTA GEC channels at ZEEL will head the channel. When afaqs! reached Bhosle for confirmation, she refused to comment.

Movies Now leads the English movies' category with 2922 impressions, followed by MNX, Sony Pix, Star Movies and HBO as per Broadcast Audience Research Council India ratings.

The size of the English movie genre is estimated to be around Rs 700 crore. "Star is the leader in the market and that's because of the legacy it carries. In terms of ad rates, Star is followed by Movies Now. All other networks charge similar rates as Movies Now. The ad rate for a 10-second slot during a premier on Star would cost between Rs 1,20,000-1,50,000. On Movies Now this rate would be Rs 70,000-1,00,000," says a media planner on condition of anonymity.

Privé will compete for a slice of the Rs 700 crore pie.