UTV, the diversified media entity has announced the launch of ''World Movies'',
a channel dedicated to international movies from across the globe.
The 24-hour channel will
feature contemporary movies, which are box office hits in their home countries.
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
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
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.
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."
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.
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".
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.
plans to bring in some innovative marketing activities to promote the channel
in the coming month.