Zee Anmol gears up for its first anniversary with a ‘Dil Choo Jaaye’ cause

Zee Anmol gears up for its first anniversary with a ‘Dil Choo Jaaye’ cause

~ The channel will give Rs 50 lakhs worth scholarships to girls for college education~

~ Ropes in Laali (played by Ratan Rajput) of Agle Janam Mohe Bitiya Hi Kijo to create awareness amongst viewers ~


Mumbai, August 26, 2014: Since the time of its launch a year ago, Zee Anmol, the free-to-air general entertainment channel (GEC) has struck a chord with the audiences and has been a market leader in the FTA space with other channels in the same space following its lead. In the past one year, Zee Anmol has activated various touch-points to connect with its viewers. Positioned as ‘Dil Choo Jaaye’, the channel believes in touching people’s hearts through real, genuine emotions depicted through some of the best shows that Indian television has ever seen. Staying true to its proposition, Zee Anmol, on the account of completing one year of successful business, will sponsor college education for 1000 girls across India. And to support the cause and create awareness amongst the viewers, Zee Anmol has roped in Laali (Ratan Rajput) of Agle Janam Mohe Bitiya Hi Kijo, which is currently being aired on the channel.

Zee Anmol Scholarship invites participation from viewers through a contest, wherein, they have to write to the channel on why they cannot afford education of their girl child along with a copy of child’s 12th class mark sheet. The entries will be evaluated by a group of panelists and 1000 shortlisted entries will be awarded a scholarship of Rs 5000 each for one year for their higher education.

Talking about this initiative, Priyanka Datta, Business Head, Zee Anmol said, “Since the time of its launch, in HSM markets, Zee Anmol has been highest in reach percentage for 37 weeks out of 46 weeks in the FTA space. At Zee Anmol, we have always tried to touch the hearts of our viewers through various initiatives. As they say ‘Teach a Woman and you teach a Generation’. In most parts of our country, education is free for girls till 12th and most of them dropout after it as most parents cannot afford the education of their children. Zee Anmol Scholarship is a small step taken by the channel to cater to the most important need of viewers i.e. Education of girls.”

‘Zee Anmol’ stands for the most invaluable things in life – Love, family, memories! As Zee Anmol builds a legacy of entertainment, challenging other players in the FTA segment and emerges as a strong brand on television. The channel is closely listening to the voice of its viewers. In the past one year, with a view to establish a close rapport with its viewers, Zee Anmol through its initiatives reached out to over lakhs of viewers through its presence at Magh Mela in Allahabad & Pandharpur Yatra in Maharashtra. Considering lakhs of people visit these religious places every year, to make their pilgrimage a comfortable affair, Zee Anmol created resting zones and changing rooms for women.

Available across major MSO’s, cable operators and key DTH platforms, ‘Zee Anmol’ showcases some trendsetting content in the history of Indian television including the most unforgettable shows from ZEE’s repository. It features hot favorite fiction and non-fiction properties of Zee TV as well as entertaining movies and kids’ content. The current programming line-up of ‘Zee Anmol’ includes shows like Agle Janam Mohe Bitiya Hi Kijo, Sapne Suhane Ladakpan Ke, Chhoti Bahu, Pavitra Rishta, Kasamh Se and Punar Vivah.

Viewers can write in to Zee Anmolat Response Department, 135, Continental Building, Dr Annie Besant Road, Worli, Mumbai – 400018.

Zee Anmol is available across the major DTH platforms on the following LCNs: DD Direct: 56, Dish TV: 113, Tata Sky: 127, Big TV: 215, Airtel DTH: 122, Videocon D2H : 122


About Zee Anmol

ZEE has built a legacy of entertainment and emerged as the strongest brand on television over the last 20 years only through closely listening to the voice of its viewers. It is only through this understanding that ZEE stands where it does today. It easily has the richest library of television content in the country and its shows are products of people’s love. ZEE’s insighting mechanism, which cuts across the length and breadth of the country, strongly indicates that the audiences today are craving for some of their all-time favourite shows from Zee’s library and ‘Zee Anmol’ is an attempt to bring these popular shows back in to their lives. At the same time, the television viewing universe has expanded by leaps and bounds over the last few years.  So, the content of Zee Anmol is the first-time consumption for a vast majority of viewers across smaller towns where C & S penetration is still picking up. Zee Anmol’s shows will reach out to countless fresh viewers across every television household in the country and immensely expand the reach of the network.


Rajendra Ganotra is the Editor of Spicy Stars Mumbai

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