Zee Anmol is set to become the first Indian channel to be launched on hand phones

With mobile phone density increasing by the day in our country, it was just a question of time before we had a channel catering to viewers on their hand phones. Beginning this Sunday, Zee Anmol will become the first channel in the Indian television history to be launched on mobile phone and television platforms simultaneously.

Keeping in mind that a mobile phone is still not an individual gadget in a large number of homes in India but a family mode of communication with the world, Zee Anmol says it will stay away from the world of “vulgar” music and songs with “double meaning” lyrics. Instead, it will stand for “love, family and memories.” It will showcase family fare in a free-to-air general entertainment channel.

Bharat Kumar Ranga, Chief Creative & Content Officer, ZEEL, says, “This channel will reach houses where Zee has not reached in the last 20 years. It will reach villages with a population of just 500-1000 people. Now we can proudly say that Zee has its presence in every television home in India.” The content, he says, “is handpicked and it will be ‘anmol’. We have the richest content bank in the country. We will showcase some of the choicest content, including shows like Pavitra Rishta, Chhoti Bahu, Naagin, India’s Best Dramebaaz and Dance India Dance amongst others. Yes, we will be editing some parts or scenes from the shows with which our target audience will not feel comfortable with.”

According to the marketing head, National Channels, ZEEL, “With the mobile Internet penetration in India reaching almost 100 million, a simultaneous mobile launch of Zee Anmol will significantly aid in increasing the reach of the brand.”

He says, “We went to the smallest of villages where we saw that our shows are very popular and the people are familiar with all the characters, they watch it only on their phones.” He further adds that one does not need a smart phone to watch the content, all you need is a feature phone. There will be musical shows, cookery shows, daily soaps and also educational shows on Zee Anmol.