MUMBAI: Shah Rukh Khan’s TV production company Red Chillies Idiot Box will be producing romantic movies for the youth that will be aired on MTV. Called Luv Reels, MTV has also collaborated with Milestone Movies for the same. Three romantic movies will air every Saturday at 7 pm, starting 3 July.

With this series, MTV is all set to kick start the career of selected talent comprising aspiring actors, singers and music composers. Filmed in London and Mumbai and ready for release, Luv Reels is a step towards bringing UGC (user generated content) to the audiences.

Bringing to viewers a whole new breed of film makers, MTV will direct these budding talents whereas Red Chillies Idiot Box & Milestone Movies will take forward the production. The makers, actors and content of these movies itself were viewed and shortlisted on www.hojaanede.com.

MTV India senior vice president – sales and marketing Aditya Swamy said, “Young people are always looking for fresh forms of entertainment and who knows the pulse of this audience better than the audience itself. Luv Reels is India’s first user generated film series and it could potentially be the start of something very very powerful. This kind of bold experimentation happens only when you have the support of a marketing powerhouse like HUL and a progressive thinking brand like Cornetto.”

Shah Rukh Khan added, “I feel that it is very important to encourage young talent in an industry where there is such fierce competition. Keeping that emotion in mind, we are very happy to associate with MTV & Cornetto to launch careers of fresh talent.”

The first movie to be aired on 3 July will be Like I Love You and is about Sonia and Siddhant, played by Suma Bhattacharya and Rahil Tandon who meet at a train station in London. It is directed by Somnath Sen.