Zeel marketing head (national channels) Akash Chawla is used to doing things differently and even pioneering initiatives in the broadcasting space. Being part of a very entrepreneurial organisation like Zee he says: "Our challenge is to keep re-inventing."

Some are calling the upcoming movie channel from the Zeel's stable &pictures - Sapnon ki Udaan that is slated to go on-air on 18 August as a bold step. The network already has a couple of Hindi movie channels in the crowded and competitive genre. But Zeel chief content and creative officer Bharat Kumar Ranga is not worried as there is a clearly thought out strategy behind the new launch.

Says he: "As new mindsets are emerging in India and Indians worldwide, there is a need to cater to that. Zee very successfully caters to certain mindsets, beliefs, values very effectively. There was a need to come up with a parallel brand in order to cater to the young audiences that we noticed. So, &pictures is an effort to come out with a brand that can speak to them and delight them."

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