Star India has launched its new movie channel, Star Movies Action, targeted at male audiences. The new channel replaces the company’s action brand Fox Action Movies.

Kevin Vaz, Business Head-English Channels, Star Jalsa and Jalsa Movies at Star India, said while Fox Action Movies was only showing dubbed Chinese movies and focused on martial art movies, Star Movies Action is going to be the home of Hollywood Action movies in India.

“When one looks at the 100 top rated movies in the country, nearly 83 of them are action movies. This clearly indicates that there is a big market for such movies. Action movies work really well for the male target audiences aged 15-34,” he said. He said this age group accounts for nearly 45 per cent of the viewership base for English movies.

Vaz said the channel had strong tie-ups with the top four Hollywood studios and has a library of nearly 300 exclusive movies.

He said that the channel would begin with having premiers of recent action movies that includes Abraham Lincoln , Vampire Hunter and Taken 2 . It will also be airing big franchisee movies such as Rambo, Fast and Furious, Resident Evil and Jaws .

Asked how the channel planned to make a dent in the highly cluttered and competitive English movie space, Vaz said, “The English movie space is competitive and needs a clear differentiator. Audiences that like watching action movies will clearly know which channel to tune into.”

On the advertising slowdown, he said there were several new brands targeting males that were being launched across categories such as automobiles, two-wheelers, handsets and consumer goods, and the company was banking on these brands for Star Movies Action.

The company will be promoting the channel through an aggressive marketing plan. While the band Pentagram has sung a special channel anthem for Star Movies Action, the company would be spending on promotion across mediums.

> Meenakshi.v@thehindu.co.in

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