Bollywood superstar Shah Rukh Khan's TV production company Red Chillies Idiot Box is set to produce romantic movies for the youth that will be aired on MTV.
After non-stop music and adventure-based reality shows, MTV is venturing into romantic movies that will appeal to the Indian youth.
The channel has collaborated with two production houses - Red Chillies Idiot Box and Milestone Movies Pvt Ltd - to produce three romantic movies as part of their new series Luv Reels.
"I feel that it is very important to encourage young talent in an industry where there is such fierce competition. Keeping that emotion in mind, we are very happy to associate with MTV to launch careers of fresh talent," Shah Rukh said in a press release.
With this series, MTV is giving a platform to young aspiring actors, singers and music composers. The makers, actors and content of these movies were shortlisted online and the cast for all three movies was selected after gruelling online auditions. The movies have been shot in London and Mumbai and are ready for release.
"Young people are always looking for fresh forms of entertainment and who knows the pulse of this audience better than the audience itself. Luv Reels is India's first user generated film series and it could potentially be the start of something very powerful," Aditya Swamy, senior vice president (Sales and Marketing), MTV India, said in a press release.
The movies will be on air every Saturday starting July 3.