Late actor Rajesh Khanna might have signed off with the line “time is up,” but movie channels and social networks are re-creating his magic.

SET Max was the first to pay tribute to the actor by playing Aradhana on Wednesday itself, scrapping the previously scheduled prime time movie.

“We are playing a couple of his hits all through the day. We are playing Kati Patang,Anand and Amar Prem today (Thursday). The idea was to play the actor’s hits as soon as possible considering the high interest levels among movie buffs in the country,” said Mr Neeraj Vyas, EVP and business head, MAX.

Sony’s music channel Sony Mix also played songs from his movies.

Mr Vyas added that since movies played in reaction to such events were done at short notice, there would be no change in advertising schedules, as little can be done to rope in new advertisers.

An official from Zee Cinema said the broadcaster plans to show a couple of the actor’s movies on Sunday as the channel devotes its air time to Bollywood classics on weekends.

Youtube has created a special section on its home page displaying music videos and other clips of his movies.

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