ZEE Cinema will be broadcasting commercial-free movies from July, BizAsia.co.uk can reveal.
From Friday 1st July, the daily 17:30 movie will air continuously without any advert breaks, a successful strategy employed by some Hindi channels in India.
In the early days, ZEE Cinema ran break-free movies on Friday afternoons but was discontinued. Recently, ZEE Cinema UK has undergone a schedule change with back-to-back movies instead of magazine shows in-between.
In April, ZEE Cinema celebrated ten years on-air in the UK.
ZEE Cinema, with the rest of the ZEE Network will be unveiling its new on-air image this weekend.