MUMBAI: Zee Cinema has ventured into the next phase of its revamp with a new initiative 'Ek Bajega Ekdum Style Se'.

The channel, after having driven up viewership in the 5 pm band earlier this year, is focusing on the 1 pm afternoon slot in October by showcasing blockbusters like Gadar- Ek Prem Katha, The Hero, Tumko Na Bhool Paayange, Om Jai Jagadish, Humraaz, Style, Mujhe Kucch Kehna hai, The Legend of Bhagat Singh, Rehnaa Hai Terre Dil Mein and many more. Most of these films have already seen the light of day on the Thursday Premiere slot made famous by flagship channel Zee TV.

Zee Cinema's experiment of a slot-by-slot approach, claims the channel, has already achieved success with initiatives like Har Shaam Bajenge Paanch in June (5 pm slot) and 31 Days 31 Smiles in August (10 am slot), both of which have helped the channel in strengthening its number one position among Hindi movie channels.

Says Yogesh Radhakrishnan, Business Head, Zee Cinema, "The month of October is full of festivities with lots of holidays and we have specifically targeted this month for cashing in on the festive mood to capture all kind of audiences. The films showcased in Ek Bajega Ekdum Style Se offer wholesome entertainment with a mix of eternal hits and recent blockbusters that will keep the viewers glued to Zee Cinema throughout the month."