We have seen the channel make good progress, and now is the time to further expand our base in the existing markets before launching or expanding our offering to other languages.” However, Mr Ganapathy said, “Our immediate task at hand is to build our viewership. UGBL CEO MK Anand has been quoted stating that the channel will look to expand its offering in Malayalam and Bengali. This is a clear indication that regional is the way to go in the future. It may be recalled that a Telugu version of the channel was launched in July this year. Ms Sapre believes the new look is on the lines of the titles acquired by the channel: “It is a more modern, high-tech and a sci-fi kind of a look which goes well with our TG.” Recently, the channel underwent a revamp, with a new tagline: “Home of the Warriors”. Programming head Manasi Sapre explained the viewership pattern: “Though we see a fair degree of viewership on the weekends, if you look at the overall numbers, they’re quite evenly spread.”
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These international tie-ups helped the channel to significantly reduce the window gap between the telecast of a movie on an English movie channel and its dubbed version on UTV Action. If you look at the market, and it is fairly large, we’re bigger than the infotainment set, we’re bigger than any Hindi news channel.”įor the past one year, the channel has tied up with international studios the biggest of the lot is the tie up with Warner Brothers. But if you take the male audience, there are multiple genres that come to mind.
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On their major rivals in the TV space, he said, “We mostly look at the Hindi movie belt as competition. And that’s how we started to build our viewership,” he said. Apart from the metros, we saw a lot of traction from markets like Gujarat, UP, MP etc. The channel surpassed our expectation as far as ratings were concerned. But, quite surprising we noticed that the viewership was coming from all the Hindi speaking markets in India. “In the initial phases, we expected more viewership from a select few markets. This viewership, as claimed by Business Head Mr Sameer Ganapathy, is scattered across markets in India. The channel has grown in the last two years and is currently clocking between 40-50 GRPs in the male set. As a result, the trend picked up and many other players, including other entertainment channels, started doing the same. So UTV Action offered English films dubbed in Hindi. The company had conducted a preliminary research prior to the launch of the channel which stated that out of 10 movies watched, seven to eight are action films. The channel’s plan was to cash in on the increasing popularity of action films, primarily Hollywood films for an audience that preferred Hindi viewing as against English. The TG was predominantly male in the age group of 15 years and above. The channel was launched in January 2010 with an aggressive marketing and distribution push. This January will see UTV group’s Hindi movie action channel UTV Action’s second anniversary.
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