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&TV is a Hindi general entertainment channel in India that plays a secondary role to the flagship Zee TV. It was launched on 2 March 2015 as the second channel to feature Zee’s & brand targeted at upmarket urban audiences, the first being Hindi movie channel &pictures in 2013. Since then, Zee has launched a few other &-branded channels: the English movie channels &privé HD and &flix, and the Hindi movie channel &xplor HD.

&TV has generally had a very low viewership compared to the older Hindi GECs (Zee TV, Star Plus, Sony TV and Colors, as well as Sony Sab and the erstwhile Life OK).

2015–present

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The graphics package was designed by Ink Project of Australia, which designed the graphics of Sony TV in 2013 and Sony Max 2 in 2014.

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