UTV Global Broadcasting to launch action channel

UTV Global Broadcasting will launch a new channel 'UTV Action' which will go on air from 1 January, 2010.

UTV states that the new channel will showcase "fast-paced and high-octane action from Hollywood" in Hindi apart from Hindi action movies. UTV Action joins the existing channel bouquet of UTV that comprises of UTV Bindass, UTV World Movies and UTV Movies.

The channel is targeted towards males in the age group of 15 years and above across Hindi speaking markets.

M K Anand, CEO, UTV Global Broadcasting said, "Analyzing the performance of what works better with the audience within the movie space indicates that it is 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 lies 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."

UTV Action will market itself across TV, outdoor and an on-ground activation. The TV campaign will be aired across 20 channels. It is also using digital cinema in over 50 cities to promote its launch.