MOVIES NOW to launch December 19, 2010

Times Television Network will launch its latest offering MOVIES NOW on December 19, 2010. The channel's positioning is "Hollywood in HD".

Speaking on the launch of the channel, Sunil Lulla, managing director and chief executive officer, Times Television Network, said, “TIMES TELEVISION NETWORK is proud to announce the launch of another contemporary brand – MOVIES NOW. It complements the urban focus of the network, where it has met with great success via TIMES NOW, ET NOW and zoOm. MOVIES NOW challenges the status quo of the category to ensure the audience the best of entertainment. MOVIES NOW with its first of a kind; state-of-the-art HD Broadcast facility will furnish upscale Indian audiences with clearer, crisper picture quality, superlative sound quality and a wider viewing experience.”

Ajay Trigunayat, channel head, MOVIES NOW, added, “We have aligned the channel to be in sync with viewer preferences to consume Hollywood movies on Indian Television. We strongly recognize that television movie consumption is significantly different from theatrical movie consumption. Thereby, with exhaustive quantitative and qualitative research and analysis, we have put together a very well thought through Movies Library and FPC to resonate Indian viewer preferences who love to watch many Popular Hollywood Blockbuster titles again and again and again.”

MOVIES NOW can be viewed in a wide aspect ratio of 16:9. The channel will be available across analog, digital cable and DTH platforms, and aims to broadcast in over 1 million towns in India.