UTV has launched UTV Action Telugu in Andhra Pradesh. The channel will showcase content from Hollywood in Telugu. The channel joins the existing channel bouquet of UTV that comprises of UTV Bindass, UTV World Movies, UTV Movies and UTV Action Hindi.
UTV Action Telugu will reach out to the action oriented male audience in the age group of 15 years and above in Andhra
Foraying into Andhra, the channel will showcase titles comprising of Hellboy, Book of Eli, Angels and Demons, The Bounty Hunter, Bad Boys, Karate Kid and several others.
Commenting on the launch, MK Anand, chief executive officer, Broadcasting, UTV, said, “With the genre specific movie platform gaining momentum and the popularity of action titles growing there is an opportunity to expand in new markets. UTV Action Telugu is born from the insight that action content permeates across languages. Andhra yields the highest returns for dubbed Hollywood films in Telugu with Avatar and 2012 grossing over 30crore in Telugu alone. Keeping this in mind, the idea is to bring the best of Hollywood action to the male viewers but in true Andhra style. We have adopted a completely unique format of dubbing which is of superior quality and is sure to be liked by the viewers.”
The launch of UTV Action Telugu is supported by a marketing campaign designed around the thought - ‘Action invades Andhra’. The channel is also associating with single screen theaters in over 25 cities and multiplexes across key markets like Hyderabad, Vizag and Vijaywada to promote its launch. In a unique innovation, UTV Action Telugu will tie up with electronic retail stores in Hyderabad to air promos of the channel across displayed TV screens.