V&S Broadcasting, a subsidiary of UTV Broadcasting, is gearing up to launch World Movies, an international movie channel, in November this year. The channel is part of the bouquet of channels planned by the UTV Group.
Oxygen Communications has been assigned the creative duties of the new channel following a multi-agency pitch. MPG is the media agency.
Dilshad Master, COO, V&S Broadcasting, said, “We are very happy to announce the launch of World Movies. The channel will focus on entertaining movies and not get into the arty-intellectual zone. Every movie to be shown on the channel would be handpicked by the programming team. We will have contemporary movies that have enjoyed commercial success, had high-end glamour, and were international in appeal.”
The channel will be targeted at English movie aficionados and will be launched across India. Though it would telecast foreign language movies, the channel has opted to have sub-titles instead of getting the movies dubbed in English.
According to Master, India mostly saw movies from Bollywood and Hollywood, World Movies channel would showcase nearly 3,000 international movies.
Commenting on the competition, Master said, “We are looking at movies that would give the regular Hollywood blockbusters a run for their money. I strongly believe that we have an edge over our competitors as we will telecast several interesting international movies that have never been screened in India before.”
The channel would be distributed via cable, satellite and DTH platforms. Regarding tie-up for the channel’s distribution, Master said that talks on the same were on, but nothing had been decided on yet.
Commenting on the marketing plans, Master said, “The promotional activities are still being decided upon. There will be a lot of unique ways in which we will be promoting the channel. We will be doing a lot of global stuff. The plans are still being finalised and I am not in a position to speak on that right now. We are still in talks with other people on how best we can execute these plans.”