UTV realigns movie channel
Rose Major

Indian broadcaster UTV Global Broadcasting has launched UTV Action, a mixture of Hollywood and Bollywood action movies skewing towards adult males. The channel replaces UTVís Bindass Movies, a youth-skewed service showing Hindi-dubbed international movies.

In its first month, UTV Action will screen movies including Men in Black, Black Hawk Down, Bad Boys - II, Crouching Tiger Hidden Dragon, Desperado, Ab Tak Chappan, Border, Chandni Chowk to China, Race and Pirates of the Caribbean - Curse of the Black Pearl.

A marketing plan for the new channel includes airtime on 20 channels across multiple genres, 300 hoardings in major cities and digital cinema across 50+ cities.

MK Anand, CEO of UTV Global Broadcasting, said: ďAnalyzing the performance of what works better with the audience within the movie space indicates that it's action flicks that are most popular and deliver better. With the movie business getting bigger and with the market maturing; the generic movie platform will have to pave the way for genre-specific offerings. And the best opportunity and prospectus in such a scenario lay within the action genre. We are hoping to receive great response from our audiences. The channel has already roped in advertisers that include Hindustan Unilever, Asian Paints, TVS Tyres and HCL computers.Ē

UTVís other channels, UTV Movies, UTV World Movies and UTV Bindass, will continue as before.