It will be showcasing movies and has a brand promise of ‘Cinema Unboxed’ endeavours to bring to its audience cinema that helps one explore different worlds.
Zee Hindi Movies Cluster Business Head Ruchir Tiwari commented, “The film industry is moving towards creating content which relies on the power of interesting stories and differentiated treatment. We are seeing an increase in dependence on these factors for box office success. Furthermore, studies have indicated that the HD TV audience has an unsatiated palette for such movies but doesn’t have a single avenue where it can be experienced. &xplorHD with its specially curated library of exclusive, rich, new age entertainers will be the premium destination for the discerning audience.”