Tellyland’s Rivalry to grow high as ZEE TV launches ‘& TV’

If you all want to experience something different in the world of umpteen television GECs(General Entertainment Channels),it’s right time to grab remotes and have a seat in front of TV sets as Zee TV is all set to launch its brand new channel which will be known as ‘& TV’ on 2nd March, 2015. After it launched Zindagi which turned out to be revolutionary in 2014, ZEE ENTERTAINMENT ENTERPRISES LIMITED (ZEEL) has come ahead this year, too with a new channel that promises to change the stereotypic facade of Hindi soap operas.

Idea behind the name of the channel originates from the conjunction and connector ‘&’ and hence promotes that it will tie up people from different spheres of life having various principles, beliefs and thoughts. Unlike most of the insipid saas-bahu sagas, this channel will emphasize more on societal issues and reflect the thinking of changing, modern India, thus, NEW AGE &DIA!

Apart from the fiction series, the main attraction of this fresher channel is going to be its crown jewel non-fiction show, India Poochega-Sabse Shana Kaun? Who else could be the better choice for the host of this show than our quick-witted, Bollywood Badshah Shah Rukh Khan who is to return to small screen via this new show. The concept of this quiz program is adapted from the Israeli show Who’s Asking? , based on Armoza game formats. It is first ever game show in India, where questioner as well as contestant would be the common man. The show entirely encourages street smartness and the one who uses it correctly will win the prize money. Produced by Big Synergy, this one-of-its-kind show assures to modify the definitions of typical Indian reality shows.

Commenting about this show, Shah Rukh Khan said, “I am very excited to be a part of &TV’s game show India Poochega – Sabse Shaana Kaun? It is a unique game show that gives merit to the street smart ones. You might not be a scholar or a master in any field but if you are smart, then this game show is for you. The channel has decided to bring on board innovative content that hopefully will personify the spirit of New Age India.”

Discussing about fictitious concepts of its various series, Gangaa stands out to be an eye-catching serial with the edgy content they are offering. It will carry us through the journey of a child widow who poses various evoking questions when the orthodox society still believing in ancient customs forces numerous restrictions on her. As quoted by Zee TV,” Gangaa is a poignant story of a spirited girl with an amazing zest for life.”

Next comes in line is the exploring life journey of fiery Indian queen Razia Sultan well known for her righteousness. This historic saga is an untouched story which was never endeavored by any channel. SRK has lent his voice for this show and as a ‘sutradhaar’ will introduce the first and last woman ruler of Delhi Sultanate in the serial.

Begusarai, another serial named after a village in Bihar, is produced by renowned production house SaReGaMa Productions. Set in the backlands of Bihar, the show revolves around Thakurs, human`s hunger for power and will also represent a variant dialect which will be a unique treat for audiences. Also, well known film maker Tigmanshu Dhulia is said to have designed the first look of this serial. It also marks a booster comeback of television`s famous bahu, Kasauti Zindagi Ki fame Shweta Tiwari.

At the same time, series here are going to exemplify the true essence of life, relationships and philosophies. Badi Devrani is surely a family drama but at the end teaches us how to value relations in life.

With a string of contemporary series all lined up; the channel is lagging no behind in the case of humor, too. The channel has left no stone unturned by adding the show Bhabhiji Ghar Par Hai! to its list which is yet another realistic humor drama, a sitcom set in the town of Kanpur. It is a story of two completely opposite neighbor families and how they deal with their differences in a hilarious way and at the same time revealing human mindset and convention.

What Heads of the channel have to say…..

Mr.Punit Goenka, MD & CEO of ZEE said, “&TV will offer a more substantial viewing experience to an audience that is always seeking fresh and relevant content. The channel extends our Hindi entertainment portfolio under the ‘&’ bouquet and will add to the consolidation of our leading position in the entertainment industry. We are certain that with the launch of &TV, we will capitalize on further such opportunities to build a robust entertainment bouquet and march ahead towards achieving the global ambitions set for the Company.”

 Mr. Rajesh Iyer, Business Head, &TV said, “& is a symbol of revaluation and the channel has been conceptualized to depict change, stay contextual and contemporary. While the spirit of &TV is young, it is deep rooted in values. We intend to be a power house of Entertainment, by tapping into and harnessing the powerful changes in the thinking, mindset and belief sweeping through this country of billions. As a new channel we will lead with innovation, try new things and new ways to meet the challenges of an increasingly competitive environment. We are thrilled to have Shah Rukh Khan as the host of our flagship non-fiction property and we are certain that the audience will enjoy a different side of their superstar! “

 The whole concept of contemporizing the entire format of Hindi soaps truly seems intriguing. As for now, we can only assert that & TV promises to be a brimful package of drama, society, philosophy, history, psychology, mindsets, customs, traditions, beliefs, commitments, intelligence and humor. It is up to the rendition and endurance of this pristine channel, how it proves itself in the humongous universe of GECs and stands out to be eccentric and exemplary in its own form.

Rutuja Bhosle

About Rutuja Bhosle

An Erratic Teen. Media aspirant. Bollywood Buff. Hardcore Music Lover. Churned in daily, monotonous routine and run-of-the-mill jobs, we all get bored and exhausted. During such times, it is the source of entertainment that provides a window to something which is exciting and tranquil at the same time! After all, life becomes fascinating only because of three essentials: ‘Entertainment! Entertainment!! And Entertainment!!!’ Keeping that in mind, I am here to pen down some riveting news for you all from the glamorous world of entertainment! That's not it because ye toh sirf trailer tha, asli picture toh abhi baaki hai mere dost! Can be followed on twitter: @aspiring_ruru and instagram: @rutuja_26_
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