Zee Entertainment Enterprises Ltd (ZEEL) today announced said it will launch a new free to air channel Zee Anmol from September 1 that will showcase content from Zee's repository and other popular televisions shows. "Zee Anmol is a free-to-air channel and we are targeting segments of the heartland who does not see the Zee TV," ZEE Chief Creative & Content Officer (CCCO) Bharat Kumar Ranga said. Through this channel, ZEEL would beam programme which would be mix of old Zee serials to its popular shows such as Khana Khazana and Bollywood entertainment, he added. "Our insighting mechanism strongly indicates that the audiences today are craving for some of their all-time favourite shows from Zee's library and Zee Anmol is an attempt to bring these popular shows back in to their lives," Ranga said. This channel will also be launched on mobile and television platforms simultaneously. A viewer can watch Zee Anmol by logging on zeeanmol.tv. even with 2G connections and non-smart phones. Commenting on web streaming segment ZEEL Marketing Head, National Channels Akash Chawla said: "With the mobile internet penetration in India reaching almost 100 million, a simultaneous mobile launch of Zee Anmol will significantly aid in increasing the reach of the brand." Zee Anmol is the 34th channel of the ZEEL and it would beavailable on all platform including DTH. This the second channel launch of ZEEL this month. On August 8, the group had announced to launch a premium movie channel, &picture, targeting the youth segment.