Mumbai: In line with the global model of movie studios launching their own television channels, UTV has announced the launch of its new Hindi movie channel UTV Movies. The company will be pumping in approximately Rs 300 million to market and promote the channel.

The studio has produced films like Rang De Basanti, Hattrick, The Namesake, Life in a… Metro and the recently-released Jodhaa Akbar. For 2008, UTV has about 15 movies lined up for release including Manoj Night Shyamalan’s The Happening.

UTV Movies is a brand extension for the company, taking its rich movie content from theatres and home video to TV screens across India. The channel will not only showcase UTV’s outstanding library of its own movies but also utilize its strong linkages in the industry to acquire the best of movies from other sources.

The channel’s current line-up includes films like Aap Ka Surroor, Jodhaa Akbar, Halla Bol, Goal, Life… in a Metro and Jab We Met as well as many major forthcoming UTV releases like Race, Kismet Konnection, Dilli 6, Fashion and Wednesday.

UTV Entertainment Television CEO Shantonu Aditya said, "UTV Movies will be a clearly differentiated Hindi movie channel, benefiting from UTV’s long experience of making successful Hindi movies and also its deep understanding of the passionate Hindi movie viewer, who alone can make a movie a hit."

"This unique approach will be backed by a high-decibel marketing campaign with a budget of over Rs. 30 crores. The channel will not only bring a large number of outstanding movies to the viewer, it will set new benchmarks in terms of cutting-edge packaging and enduring viewer involvement."