ZEE Entertainment Enterprises Limited has launched its new premium Hindi movie channel, &xplorHD.
&xplorHD will cater to every movie aficionado’s entertainment cravings that are UNroutine, UNexpected and UNformula. The channel boasts of a vast repertoire of titles that explores storytelling like never before. &xplorHD will air movies like ‘Article 15’, ‘Badla’, ‘Mard Ko Dard Nahi Hota’, ‘Tumbbad’, ‘Sonchiriya’, ‘Gully Boy’, ‘Manmarziyaan’ and others. By showcasing movies that are thought provoking yet entertaining on television, &xplorHD with its brand promise of ‘Cinema Unboxed’ endeavors to bring to its audience cinema that helps one explore different worlds.
Talking about their latest offering, Ruchir Tiwari, Business Head, ZEE Hindi Movies Cluster, said, “The Hindi movies industry is moving towards creating content which relies on the power of interesting stories and differentiated treatment. We are seeing an increase in dependence on these factors for box office success. Furthermore, studies have indicated that the HD TV audience has an unsatiated palette for such movies but doesn’t have a single avenue where it can be experienced. &xplorHD with its specially curated library of exclusive, rich, new age entertainers will be the premium destination for the discerning audience.”
Prathyusha Agarwal, CMO, ZEEL adds, “At ZEEL, our aim is to offer extraordinary content which satiates the need of our diverse viewer segments. For today’s audience, experimentation is the new form of experience. Be it food, friends, relationships, jobs, vacations, no experiment is increasingly seen as no experience. Specifically, when it comes to Hindi Cinema, familiar definitions are no longer valid. With a brand promise of ‘Cinema Unboxed’, &xplorHD strives to help viewers embark on a journey of cinematic and emotional discovery. Crafted for an audience that consumes the latest in design and content, the brand’s visual premise rests on the device of a maze with a traveling ball reflecting an unexpected world to explore. We invite the audience to eschew the routine and familiar and unbox the unformulaic world with &xplorHD.”