MUMBAI: World Movies, India’s first international movie channel from UTV Network, has achieved impressive results within five weeks of its launch, as per an official press release from the company.
The company quoted TAM ratings as saying that World Movies has emerged as a winner among the target audience group C&S 15+ Sec A, leaving behind not just English movie channels like Pix and Zee Studio but also English entertainment channels AXN, Star World and Zee Café.
Launched on 3 February, the channel has managed to capture the attention of discerning viewers and make a clear space for itself in this new genre of entertainment. The average time spent per viewer on World Movies has grown by over 100% since launch and is now 14 minutes per week.
In fact, the average time spent per viewer in Delhi is 22 minutes—higher than Star Movies, HBO, Pix, Zee Studio, AXN, Star World and Zee Café–thereby corroborating the high stickiness levels commanded by International Content compared to English movie channels and English entertainment channels.
World Movies, which showcases hits from across the world in varied languages, has been warmly received by Indian audiences who have found an instant connection with the contemporary box office hits on the channel.
UTV Entertainment Television Ltd CEO Shantonu Aditya said, "The impressive ratings of World Movies only confirm our belief that Indian audiences have an appetite for an international movie channel, which is high on style and very different from what they have seen so far."
"We are currently doing a mass media blitz across television, internet, online, and radio actively supported by below-the-line (BTL) activities. We are confident that our well-researched programming strategy and strong line-up of highly entertaining movies from around the world will see the channel go from strength to strength."