By 2004, the Zee Network had a strong presence in northern, eastern, and western India, with channels in Bengali, Gujarati, Marathi, and Punjabi. Its proposed Telugu-language channel marked the network's first venture into the southern Indian entertainment market. Zee Network expected the channel to launch by August 2004, but the launch did not take place until September. The channel launched with the name Alpha TV Telugu but was later renamed Zee Telugu. It initially featured a large number of American films dubbed into Telugu. In August 2007, the network also dubbed the famous Bollywood film Sholay from Hindi into Telugu as an experiment.
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