UTV to launch 'Action' channel

UTV Global Broadcasting is launching UTV Action a channel dedicated to action movies in January 2010. The channel will show Bollywood action movies as well as dubbed action movies from Hollywood.

UTV Global Broadcasting, the broadcasting arm of UTV is going to launch UTV Action, a channel dedicated to action movies in January 2010.

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The channel will showcase dubbed action movies from Hollywood in Hindi and the same from Bollywood and will go on air Jan 1.

"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," M.K. Anand, CEO, UTV Global Broadcasting, said in a statement.

"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," he added.

The channel is eying a male target audience in the age group of 15 years and above across Hindi speaking markets.

Some of the movies that it will showcase in the first month of its launch are Black Hawk Down, End of Days, Vertical Limit, Desperado, Godzilla, Ab Tak Chappan and Race to name a few.

UTV also has other channels like UTV Bindass, UTV World Movies and UTV Movies.