MUMBAI: One area where Zee Telefilms is clearly ahead of rivals Star and Sony is in channel initiatives internationally. Keeping that tradition alive, Zee is launching a 24-hour movie channel in September that will air Indian films dubbed in Russian.

Zee group chairman Subhash Chandra revealed his channel plans to Hindu Business Line on the sidelines of an address he gave to the Madras Management Association in Chennai yesterday.

Considering how well Hindi movies in particular have been received in Russia (the late Raj Kapoor's films were a rage there), it would surprise no one if Zee has a winner here.It was on 13 March that the Network began beaming Zee in Indonesia. There too the channel was dubbed in the local language Bahasa. Zee is available on the multi-channel satellite pay-television platform Astro Nusantara as a package.

In Indonesia, the channel's content is sourced from the flagship channel Zee TV library and localised with Bahasa Indonesia dubbing and Bahasa Melayu subtitling, to reflect the different language, lifestyle and viewing habits of audiences in the three countries Indonesia, Malaysia and Brunei.