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&pictures is Zee’s secondary Hindi movie channel, complementing Zee Cinema. It was launched on 18 August 2013 as the first channel to use the & brand, created by Zee for urban audiences as a counter to rival Star’s OK brand (first used by Life OK, which later became Star Bharat, and then by Movies OK, now called Star Gold 2). Later channels to be launched with this brand are &TV, &privé HD, &flix and &xplor HD.

Together, &pictures and Zee Cinema compete with Hindi movie channels like Sony Max, Star Gold and Colors Cineplex.

2013–present

&pictures

The launch graphics were created by Argentine design agency Medialuna (now called Tónika), and have been used since then with no major changes, other than the popular Gotham font (Zee’s corporate font since 2017) mostly replacing the ITC Conduit font used by the original graphics.

Furthermore, &pictures has always placed its logo in the top left corner of the screen, compared to the top right used by most other Indian channels. On 15 October 2017, as a part of a broadcaster-wide rebrand, all the Zee-branded channels (except news channels) also moved their logo bugs to the top left.

HD: 2014–present

&pictures HD

An HD feed was launched on 18 August 2014, on the standard-definition version’s first anniversary. &pictures, and &pictures HD in particular, air Hollywood films dubbed into Hindi in addition to Bollywood movies.


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