Zee Entertainment Enterprises (ZEEL) is to launch India's first cross-platform interactive Hindi movie channel, & Pictures, on 18 August.
The channel will show Bollywood blockbusters such as Chennai Express, Besharam and the Zanjeer remake. Initially it will only be available in India, but the company plans to broadcast it overseas in the future, reports Business Standard.
Explaining its name, Bharat Ranga, CCCO, ZEEL, said: "The Ampersand sign in & Pictures signifies 'udaan' (flight) and 'neev' (rooted) and celebrates the duality of contemporary Indians."
& Pictures will cater to all, and be available across all direct-to-home (DTH) satellite and cable TV platforms, he added.
Never &ing Movie, the channel's pre-launch film-making competition, went live on 5 August. People suggested names for the film online, then blogged stories for it, accumulating over 1,950 live feeds on Twitter. The contest reportedly attracted 40% traffic from mobiles and gained more than 18,000 Facebook fans.
"While people are giving their input, machinery at the back-end is aggregating the content and finalising the script," Akash Chawla, marketing head, ZEEL told Business Standard.
The crowd-sourced movie will be released on 12 August.