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UTV to launch Telugu version of UTV Action by June-end

Bapun Raz

Staff member
3 Nov 2010
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MUMBAI: After the success of their Hindi dubbed action movie channel UTV Action, UTV Entertainment Television Ltd (UETL) is gearing up to launch a similar channel in Telugu.

Titled UTV Action Telugu, the channel will launch by June-end.

"Telugu is the second most preferred language of release for Hollywood action films in India. The state (Andhra Pradesh) yields the highest returns for Hollywood films when dubbed in local language," UTV Action Telugu business head Sameer Ganapathy tells Indiantelevision.com.

The channel's target audience will be in the age group of 15+, adds Ganapathy.

For the first year, the channel has plans to launch with 250 titles. "We plan to launch with 250 Hollywood Action packed blockbusters for the first year and then would gradually increase depending upon viewing pattern and changing trends," says Ganapathy. "The channel boasts of superior dubbing quality and an action packed library including blockbusters like Karate Kid, Spiderman, Kung Fu Hustle, XXX, Men in Black, Hancock, Ultraviolet, Underworld: Evolution, A Perfect Getaway, Bad Boys II, Vertigo, National Security, and Salt."

The group believes that even as the English speaking population is in abundance in Andhra Pradesh, UTV Action Telugu will find its audience base.

"With a very strong affinity for local cinema and other regional entertainment media, the local language is far more popular than English. UTV Action Telugu, just like UTV Action Hindi, will be a far bigger channel than English channels whose reach and numbers are lower. The channel will show movies as fast and as recent as any other English channel. So recency or exclusivity will not be limited to English channels any more," Ganapathy adds.

The channel will be launched with a high intensity marketing plan to ensure "optimum visibility across platforms" including TV and outdoor along with an on-ground activation plan

"The campaign will tap a mix of news, movies and music channels across the state and will also tie up with local cable networks to create buzz, consuming approximately 1 million secondages to promote at the time of launch," says Ganapathy.

"We have booked an enormous amount of hoardings across four key cities in Andhra Pradesh to grab maximum eyeballs. The channel is also associating with almost all possible single screen theatres in over 25 cities and multiplexes across key markets like Hyderabad, Vizag and Vijaywada," Ganapathy elaborates.

There will also be print insertions in local newspapers. Besides, UTV Action Telugu will tie up with electronic retail stores in Hyderabad to air promos of the channel across displayed TV screens.

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