UTV Global Broadcasting is set to up the action ante on television with the launch of a new Hindi movie channel, UTV Action. The channel, which will go live from January 1, 2010, will showcase Bollywood and Hollywood action thrillers dubbed in Hindi. So confident is UTV about the action genre that it is expecting the new channel to open with nearly 30 GRPs.
UTV Action joins the existing channel bouquet of UTV that comprises UTV World Movies, UTV Movies, and Bindass Movies. UTV has over 600 titles in its movie library, which will be shared by UTV Movies and UTV Action.
MK Anand, CEO, UTV Global Broadcasting admitted that there was a possibility that the introduction of UTV Action could eat into the audience of UTV Movies, but at the same time he added that it would not make a lot of difference to the audience of either channel. “We estimate that the channel with have 30 GRPs when it launches,” asserted Anand.
He further said, “We are looking at achieving a combined GRP of 80 between the two movie channels – UTV Action and UTV Movies.”
UTV Action is primarily targeted at males in the 15-34 age group. The channel aims to be an alternative to Hindi news and sports for its primary target group.
Besides the on-air promos announcing the launch of the channel, there are various on-ground initiatives that the channel is implementing along with TapRoot India, the agency run by Agnello Dias and Santosh Padhi. Various action events such as rock climbing, etc., are also being executed in various cities across the country.
Although Anand did not share any specific amount spent on the marketing activities, he said that the amount was substantial.