UTV launches 'Action' channel in Telugu

Movie buffs in Andhra Pradesh will no longer have to wait to watch their favourite action-packed Hollywood blockbusters on the small screen, in their very own language (Telugu).

UTV Software Communications Limited, the country’s first integrated media and entertainment conglomerate, on Tuesday launched ‘UTV Action Telugu’. The high-octane channel, unveiled by actor-turned-politician Chiranjeevi, will showcase fast-paced action content from Hollywood. UTV Action Telugu joins UTV’s existing channel bouquet of Bindass, UTV World Movies, UTV Movies and UTV Action Hindi.

“With the genre-specific movie platform gaining momentum and the popularity of action titles growing, there is an opportunity to expand in new markets. UTV Action Telugu is born from that insight that action content permeates across languages,” MK Anand, chief executive (broadcasting), UTV, told mediapersons here.

Andhra yields the highest returns for dubbed Hollywood films in Telugu with Avatar and 2012 grossing over Rs 30 crore in Telugu alone. UTV Action Telugu will showcase blockbuster titles like Hellboy, Book of Eli, Angels and Demons, The Bounty Hunter, Bad Boys and Karate Kid.

On the first day of the launch, the channel will telecast back-to-back Hollywood titles like Spiderman, Kung Fu Hustle, XXX, Men in Black, Hancock and The One. In a bid to bring the best of action content, the channel will also showcase Telugu premieres of popular titles released last year within three months of their Indian television premiere.

Anand said the launch of Action Telugu was supported by a marketing campaign designed around the thought – Action Invades Andhra – to ensure visibility across platforms including TV, print, outdoor and on-the-ground activities.

“We are also associating with single-screen theatres in over 25 cities and multiplexes across key markets like Hyderabad, Visakhapatnam and Vijayawada to promote its launch,” he added.

Source: www.business-standard.com