The new digital distribution model for producers, Zee Plex, would be available on over-the-counter (OTT) platform Zee5, both in the country as well as overseas. The company said it has also partnered with leading distributors, including Dish D2H, Tata Sky and Airtel Digital TV, as well as key distribution platforms in the international markets.

Following the development, the stock rose 4.93 per cent to hit high of Rs 211.75 on BSE.

“With Zee Plex, consumers will be able to watch their favourite new releases in their homes at an attractive per-film price point,” the company said. It added that the new model will help enhance the overall commercial ecosystem for producers as it enables them to present their creative work to a wider range of audiences on established entertainment platforms.

Zee Studios Chief Executive Officer Shariq Patel said, “Zee Plex gives consumers the flexibility and convenience to catch their favourite films in the comfort of their homes, along with friends and family.”

“We have received great interest from producers and are looking forward to release a strong slate of blockbusters across languages,” he said in a statement without offering details.

Atul Das, chief revenue officer of the group, expressed hope that Zee Plex would be available from October 2 as a pay-per-view service on platforms like Dish D2H, Tata Sky and Airtel Digital TV.