&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 (which was used by Life OK and Movies OK before being retired). Later channels to be launched with this brand are &TV, &privé HD, &flix and &xplor HD.
Together, Zee Cinema and &pictures compete with Hindi movie channels like Sony Max, Star Gold and Colors Cineplex.
2013–present[]
2013–2020[]
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The launch graphics were created by Argentine design agency Medialuna (now called Tónika), and were used 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.
2020–present[]
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&pictures underwent a rebranding on 11 October 2020, its first in the seven years since its launch. The 2013 logo remains unchanged, as is the yellow-and-red colour scheme.
The new graphics are influenced by an on–off switch, which ties into the new slogan, On Nahi, Full On (Not On but Full-On). They were designed by Dynamite Design, which has worked with Zee and Star on several occasions, including the launch of sister channel Zee Vajwa a few days later. Bebas Neue Pro is the on-screen typeface.
| Part of Essel Group
Indian TV channels: Hindi: Entertainment: Zee TV HD, &TV HD, Zee Anmol and Big Magic | Zindagi1 | Movies: Zee Cinema HD, &pictures HD, Zee Bollywood, Zee Classic, &xplor HD, Zee Action and Zee Anmol Cinema | Music/youth: Zing | Teleshopping: EZ Mall English: Entertainment: Zee Café HD | Movies: &flix HD and &privé HD | Lifestyle: Zee Zest HD Regional languages: Upcoming channels: News channels: (Zee Media Corp.) Digital news channels: Zee Tamil News | Zee Telugu News | Zee Kannada News | Zee Malayalam News | Zee Odisha News International channels: Arab world: Zee Aflam (movies) and Zee Alwan (entertainment) | United States: Zee Smile | Canada: Zee TV Canada | Russia: Zee TV | Thailand: Zee Nung | Indonesia: Zee Bioskop | Vietnam: Zee Phim | South Africa/Subsaharan Africa: Zee World, Zee One and Zee Bollynova | Ethiopia: Zee Alem | Francophone Africa: Zee Magic | France: Zee France | Germany: Zee One | United Kingdom: Zee Punjabi Non-television businesses: Video-on-demand services: Defunct channels: Divested channels:
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