Launched on 24 September 2017, &privé HD is Zee’s third channel to use its ‘&’ brand after &pictures and &TV, and the fourth HD-only English premium movie channel launched in India, the others being MN+ HD, Star Movies Select HD and the now-defunct Sony Le Plex HD. It shows critically-acclaimed and arthouse Hollywood cinema, rather than mainstream movies.
Zee’s other Hollywood movie channel, &flix (formerly Zee Studio until 2018), shows mainstream movies. In July 2019, the HD-only Hindi movie channel &xplor HD was launched; it is the Hindi counterpart of &privé HD, in that it shows critically-acclaimed Bollywood movies and is only available in HD.
Unlike many Zee and Sony channels, whose graphics packages are designed in Argentina, &privé HD’s graphics package was designed by the Canadian creative agency Zink. It also designed the graphics for &flix in 2018.
Logo with full slogan: For those who feel the other side.
Even though the channel was launched on 24 September 2017, a few weeks before Zee’s corporate rebrand on 15 October in which all Zee-branded non-news channels moved their logo bugs from the top right to the top left corner, &privé HD continues to keep its logo at the top right, as does &TV. However, the other & channels use the top left.