India´s Zee Network will be launching Anmol, a free-to-air channel in the terrestrial space. This would be the first time a network other than public broadcaster, Doordarshan, will foray into this space and is expected to reach at least eight million terrestrial TV homes in India.
The new channel would try and reach out small towns and rural areas in the country and will feature 39 hours of repackaged programming in a week. In the second phase of its broadcast, the network announced that it will start featuring original programming as well. The channel will be launched on mobile phones from September 1.
With Zee Anmol, the number of channels under Zee Network now rises to 34. Even existing content when it is re-aired on Anmol will be re-packaged to suit small town sensibilities, according to the network.
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