A new channel from ZEE Network by the name of Lamhe will replace ZEE Cafe in June, BizAsia can exclusively confirm.
On Monday 10th June, ZEE Network will launch Lamhe ��� showcasing dramas from ZEE TV’s twenty-year old library, plus classic Bollywood movies and lifestyle, travel, cookery shows.
In a statement, ZEE said it was targeting UK viewers, which play on life�۪s simple and special moments, creating an emotional connect with the audience�۪s unique memories of their early UK life. The channel is aimed at people who simply love drama and want to watch critically-acclaimed shows and movies that have defined the landscape of South Asian television.
Lamhe will join Zing as the Network�۪s second free to air channel. While Zing caters to the younger viewers with Bollywood and Lifestyle content, Lamhe is committed to bring quality General Entertainment programming to its family audiences. Zing already leads the pack in its genre and Lamhe is all set to emulate that success.
Lamhe will broadcast two classic Bollywood movies per day with old ZEE TV shows such as ‘Saat Phere’, ‘Astitva Ek Prem Kahani’, ‘Koshish EK Asha’, ‘Kasamh Se’ and ‘Amanat’ set to return.
Archana Kanade, Business Head – Free-To-Air Channels, “Lamhe is targeted at a different audience demographic than ZEE�۪s highly successful and established Premium channels. Lamhe represents the best drama content within the genre and we are confident that viewers will enjoy the opportunity to view these celebrated shows again. We endeavour to bring back memories of the time when ZEE TV was the only channel enthralling viewers and Zee was their home away from home. With Lamhe, we want to gift our viewers an opportunity to experience those beautiful memories once again.�
Lamhe will be available free-to-air on Sky Digital channel 798. It will also broadcast on Virgin Media channel 811.