UTV Global Broadcasting is all set to launch a new channel ‘UTV Action’ which will hit the screens on 1 January, 2010.
UTV Action is an addition to the channel bouquet of UTV and will feature “fast-paced and high-octane action from Hollywood” in Hindi and will also showcase Hindi action movies. The channel targets males in the age group of 15 years and above across Hindi speaking markets.
“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,” said M K Anand, CEO, UTV Global Broadcasting.
UTV Action will be promoting its launch by means of digital cinema in over 50 cities and will be marketing itself across TV, outdoor and an on-ground activation as well. The TVC will be released across 20 channels.