Earlier this week, media offices went into a tizzy when a small pouch containing a fortune cookie and a chocolate box arrived at journos tables with just a tag '& coming soon.' Additionally, an anonymous email arrived saying that &pictures has bagged the broadcast rights of upcoming film Chennai Express. No one knew who it was from; everyone was kept guessing.

On 1 August, the anonymous sender's identity was revealed. A press release arrived from Zee TV proclaiming that it is launching a new movie channel christened &pictures. And it gave sparse details about the channel.

Now indiantelevision.com would like to reveal more about the initiative to readers: &pictures is currently being led by Zeel chief content and creative officer Bharat Kumar Ranga and is expected to launch a fortnight from now. And the target audience, well, it's going to be young India, namely the youth. Hence, the channel will run films which excite them and which are not more than a decade old.

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