MUMBAI: Zee Entertainment Enterprises Limited’s (Zeel) new GEC under the ‘&’ bouquet, which is christened - &TV, will see Shah Rukh Khan making a comeback on the small screen.
As was first reported by Indiantelevision.com last week, &TV has acquired the rights of an Iranian quiz show. The Indian version, which will be called India Poochega: Sabse Shaana Kaun?, will see Khan as the host.
&TV, with the tagline - ‘Jashan Jeene Ka,’ will showcase a diverse mix of relatable fiction, high voltage non-fiction, marquee events and blockbuster movies.
Commenting on his association with the new channel Khan said, “It is a unique 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.”
Zeel MD and CEO Punit Goenka added, “&TV will offer a more substantial viewing experience to an audience that is always seeking fresh and relevant content. The channel extend our Hindi entertainment portfolio under the “&” bouquet and will add to the consolidation of our leading position in the entertainment industry.”
He further added that with this launch, the network would be able to capitalize further on opportunities to build a robust entertainment bouquet.
In order to engage further with the audiences, the channel will launch three brand films created by Infectious.
Content Mix
India Poochega: Sabse Shaana Kaun?, is adapted from an international format Who's Asking? by Israel based Armoza. The show will have a common man donning the role of the ‘asker’ as well as that of the contestant. While the askers shall pose questions, the contestants will be seen demonstrating their street smartness to win the prized money. It is produced by Siddhartha Basu of Big Synergy.
The channel will hit the primetime slot with a host of fiction properties. As reported earlier by this website, Begusarai, a quintessential quirky land set in the hinterland of Bihar; not less than a Bollywood blockbuster, has been produced by Saregama Production and filmmaker Tigmanshu Dhulia has been roped in to design the first look of the new multi starrer film on TV.
Razia Sultan, an untold story of the 13 century, will be produced by Swastik Productions. The story has been written by Mihir Bhuta and the grandeur of that era has been brought to life by Omung Kumar.
Produced by Edit II Productions, Bhabiji Ghar Par Hai! will bring to life the lively lanes of Kanpur, and introduce two neighbouring couples. It will also launch a contemporary story that anyone can easily relate to titled - Badi Devrani. Produced by Shashi Sumeet Productions, this family drama brings out the essence of relationships.
&TV business head Rajesh Iyer believes that the ‘&’ symbol stood for revaluation and the channel has been conceptualized to depict change, stay contextual and contemporary.
“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,” Iyer said.
The network will be announcing the launch date of the channel on 24 January. According to Iyer, it will have 20-21 hours of original content.
