The 24-hour channel will feature contemporary movies, which are box office hits in their home countries.

According to a press release by UTV, the channel has the largest library of world movies under a single roof, which will allow it to offer customers a movie experience beyond just Hollywood.

Movie genres include drama, suspense, thrillers, and award winning family movies, Japanese horror and Asian action movies as well. The focus is on contemporary, commercially successful, glamorous, youthful ''World Movies'' in various languages, subtitled in English.

UTV Software Communications Ltd. is an Indian media & entertainment company that spans four verticals including motion pictures, broadcasting, TV content and interactive (i.e. Animation and Gaming). Walt Disney Inc holds a strategic stake in UTV.

Speaking about the initiative, Shantonu Aditya, chief executive officer of V&S Broadcasting said, "The non-Indian language movie segment is estimated to be Rs1500 crore by 2009, and the launch of ''World Movies'' is an initiative from UTV to tap this growing market. The channel will offer the global Indian consumer an experience of a newer kind of content and ''entertainment'', which will be completely unique and different from what they are currently exposed to."

UTV Global Broadcasting Ltd (UGBL), the broadcast arm of UTV Software Communications Ltd, has a bouquet of channels in the offing, which it will also distribute.

The first TV channel from the bouquet, Bindass, was launched in September 2007, and the bouquet plans to position itself as "India''s first 360* Entertainment Brand for Young India", and related four channels under the brand name ''Bindass''.

The second brand of channels will come under the banner of V&S Broadcasting Ltd, which will include ''World Movies'' Channel, a Hindi Movie Channel and two other channels along with an English language business news channel, which according to the company, "has the most sought after editorial team".

With viewers increasingly looking for entertaining, contemporary movies irrespective of language or origin, the channel aims to offer just that to the discerning Indian viewer, breaking the perception of international movies being "arty", intellectual and cause-oriented.

UTV plans to bring in some innovative marketing activities to promote the channel in the coming month.