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    Adding to the existing 813 channels and counting, ZEE Entertainment launches a new Hindi general entertainment channel called &TV. With Shah Rukh Khan as the brand ambassador, it offers a mix of shows which includes period dramas, village life and family drama (in the form of the show Baddi Devrani). Punit Goenka, MD and CEO, ZEE, says that they aim to bridge the gap between soaps and substance. “We’re trying to cater to an audience that is always seeking fresh and relevant content,” he says. What is currently making waves, though, is their flagship show, India Poochega – Sabse Shaana Kaun? Adapted from an international format, Who’s Asking?, it is conceptualised by production house Armoza (Israel) and hosted by Khan. Departing from conventional quiz shows, this one sees the common man playing ‘asker’ and ‘contestant’, demonstrating their aptitude to answer and win the prize money.
    Business head Rajesh Iyer explains that & is a symbol of revaluation. “And the channel is meant to depict change. While the spirit of &TV is young, it is deep rooted in values inherent to the country. We intend to be a powerhouse of entertainment by tapping into and harnessing the powerful changes in the mindset and beliefs sweeping India,” he declares.
    So for your dose of relatable fiction, high voltage non-fiction, popular events and blockbuster films, tune into the channel, available across cable and DTH formats.
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