&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.
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.
&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.
Hindi-language television channels
|General entertainment channels (GECs):
Major, pay-TV: Star Plus HD | Zee TV HD | SET/Sony TV HD | Colors HD | Sony Sab HD | Star Bharat HD | &TV HD | Big Magic1
Food, health and lifestyle channels:
Entertainment: Star One and Life OK HD | Zindagi | Imagine TV | 9X | Real TV | Zee Smile | Zee Next (Youth: Channel V)
1These channels are free on DD Free Dish but paid on cable and satellite TV platforms.
|Parent: Essel Group (Sister companies: Dish TV | d2h)
Indian TV channels:
Hindi: Entertainment: Zee TV HD, &TV HD, Zee Anmol and Big Magic | Movies: Zee Cinema HD, &pictures HD, Zee Bollywood, Zee Classic, &xplor HD, Zee Action and Zee Anmol Cinema | Music/youth: Zing | Teleshopping: EZ Mall
News channels: (Zee Media Corp.)
Arab world: Zee Aflam (movies) and Zee Alwan (entertainment) | United States: Zee Living and Zee Smile | Canada: Zee TV Canada | Latin America and US Hispanic: Zee Mundo | Russia: Zee TV | Thailand: Zee Nung | Indonesia: Zee Bioskop | Philippines: Zee Sine | Vietnam: Zee Phim | South Africa/Subsaharan Africa: Zee Alem, Zee World and Zee Bollynova | Francophone Africa: Zee Magic
Non-television businesses: Film production: Zee Studios and Zee Studios International | Music label: Zee Music Company | Theatrical production: Zee Theatre | Live events: Zee Live | Media marketing: Zee Melt
Licensing and syndication arm for international markets: Zee Global Content Sales