UTV Global Broadcasting, the broadcasting division of UTV is all set to launch UTV Action, an action studded movie channel on January 1, 2010. UTV Bindass, UTV World Movies & UTV Movies are the other channels owned by UTV.

UTV Action will feature Hollywood action flicks dubbed in Hindi and also Bollywood action movies. The target audience for the channel is primarily male audience between the age group of 15-34 years. The channel will be showcase movies like Men in Black, Black Hawk Down, End of Days, Bad Boys – II, Grudge, Vertical Limit, Crouching Tiger Hidden Dragon, Desperado, Godzilla, Blade, Ab Tak Chappan, Border, Chandni Chowk to China, Race and Pirates of the Caribbean – Curse of the Black Pearl, within the first month itself.

Confirming the news, MK Anand, chief executive officer, UTV Global Broadcasting, said, “Analysis of performance of what works better with the audience within the movie space indicates that its action flicks that are popular and deliver better, in comparison to comedy or romance. 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 lay within the action genre.”

The marketing campaign for UTV Action has been conceptualized by TapRoot India. The campaign will be a three week long one, starting with the launch of the channel. The theme of the campaign is “Be Prepared”, tempting the viewers to be prepared for the action-packed adventure offered by UTV Action.