What was the idea behind launching UTV World Movies?
Before launching the channel we had done extensive research across metros like Delhi, Mumbai and Bangalore. We had created focus groups which revealed that people wanted to watch good movies irrespective of where they came from or who starred in them. There’s a huge gap between the extraordinary films made across the world and those coming to India. World Movies decided to narrow the gap by showing contemporaray stylish films that have been box-office hits in their own countries.

Is there a demand for foreign films in India?
There is a lot of cross-culture shift taking place owing to globalization. International cuisine is becoming popular; world music is in demand; Indians are adopting foreign lifestyles, fashions and much more. With these developments, there is also a demand for foreign films in India.
There are around 144 countries across the world - and India gets to see movies from only two of them - Hollywood and Bollywood (apart from our Southern cinema)! Countries like Spain, Italy, Germany, France, Holland, Korea, Japan, China - they’re all making fantastic movies, which no one in India gets to see. Once in a while India will get to see a Crouching Tiger Hidden Dragon or Life Is Beautiful - there are many more such super movies that the world is watching - it’s about time India got a chance to see them too.

What is the brand positioning for the channel?
World Movies is creating a completely new genre on Indian television. Irrespective of language or origin, the channel will showcase movies that bring forth emotions above the ordinary.
The channel is positioned as a youthful, contemporary, glamorous stylish channel bringing in the latest blockbusters from the world over.
The channel is focussed on changing the perceptions of International movies being only dull and “arty”.

What is the procedure to acquire movies and does UTV buy the rights to these movies?
Our strongest point is the appealing and diverse content designed keeping our discerning viewer in mind. Our research teams have scouted for the best quality, contemporary cinema from across the world to hand pick around 500 titles from countries as varied as Japan, Argentina, France and South Africa.
We have attained ‘video on demand’ rights, ‘theatrical’ rights to name a few, along with telecast rights.

What is your revenue model?
Just like any other television channel, we will attain revenue through advertising and subscription revenue. Also, sale of World Movies DVDs will be another source of revenue for us.

Who is your target audience?
The young urban metro viewer aged between 18-34.

Within a couple of months of the launch, UTV World Movies climbed to the No.3 position amongst English channels. How did you manage that?
As I told, we had been working on the channel almost ten months before it went on air. I guess the hard work paid off and UTV achieved what it had sought. It is the pioneer of this genre of television in India.

Even NDTV Imagine is coming up with a classic contemporary movie channel NDTV Lumiere. What is your take on that?
I have no idea what that channel is all about but I guess, more the merrier.

What prompted you to have a Cannes Film Festival on your channel?
Cannes is the Oscars of international cinema. While the Academy Awards are restricted to American movies, Cannes is the biggest festival showcasing films from across the world. It is far more glamourous with interesting films and filmmakers. Also it’s not just a three- hour awards night, it’s a festival spread over a period of seven days.

Will you be bringing it to us live?
Absolutely. So far channels used to show just five to ten minutes of the event, we will be downlinking every moment and event that happens at the film festival. In fact, we are building it up by showcasing films that have been screened at Cannes in the last ten years, airing interviews with filmmakers and the best moments from the Red Carpet.

What other plans do you have for your channel?
We have lots of things lined up. In April we launched the World Movies Platinum Film where we screened Chocolat besides the Monday comedy slot.