MUMBAI: UTV Broadcasting is all set to launch its new channel called UTV Stars on 14 August.

The launch was attended by Yash Chopra, Karan Johar, Farah Khan, Ashutosh Gowarikar and Ronnie Screwvala.

UTV Stars’ content will span three categories: Original Programming, News Formats and Music. The channel will have a rich assortment of daily news shows and weekly features.

The channel is primarily targeted at urban Indian youth and is being established as a 360-degree brand that is present across TV, web, mobile and on-ground. It will be distributed in all HSM (Hindi Speaking Markets) in India and will foray into the UK, US, Europe and UAE markets after that.

UTV Broadcasting CEO MK Anand said, "The Broadcasting arm of UTV has experienced phenomenal growth in a span of just 4 years. With focused channels for targeted audiences, we have successfully managed to break through the clutter in the entertainment space. The launch of UTV Stars is part of our ongoing effort to build a unique and differentiated network."

UTV Stars business head Nikhil Gandhi added, "Having revolutionized the movie production space, the foray into a Bollywood centric channel seemed entirely logical. Our decision to launch a Bollywood channel is backed by strong research just like the other channels in the network. The findings of the research have clearly identified the need for better and more structured Bollywood centric content. And with UTV Stars, we strongly believe that we can bridge the ‘need gap’ by constantly offering audiences never seen before content."