Zee Entertainment Enterprises Ltd (Zeel) is all set to add a new channel to its bouquet. Christened '&TV', the new Hindi general entertainment channel (GEC) from Zeel's stable is set to launch in the second week of March.

The channel will launch shows starting from prime-time. With a robust line-up of fiction and non-fiction shows in the pipeline, the channel aims to target the changing consumption trends of youth and premium segment viewers. The channel will be competing with the incumbent players in the highly competitive Hindi GEC space.

&TV has roped in multiple top line production houses like Sphere Origins (Balika Vadhu), Swastik Productions (Mahabharat), Shashi-Sumeet Productions (Diya Aur Baati Hum), Endemol India and Freemantle India amongst others. It has also got on-board a few start-up production houses, one of them being Saregama Productions.

Sphere Origins' show Ganga will be followed by other shows like Swastik Productions' Razia Sultan, Saregama Productions' Begu Sarai, Edit II Productions' fiction comedy titled Bhabhiji Ghar Pe Hai? amongst others.

According to information available with Indiantelevision.com, shooting for all the shows has already begun.

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