Disney India launches HD Hindi movie channel
MUMBAI: Disney Broadcasting India has launched a high definition (HD) Hindi movie channel UTV HD. The channel, which has a maximum retail price (MRP) of Rs 15, has gone live on direct to home (DTH) platforms Airtel Digital TV, Tata Sky and multi system operator (MSO) Fastway Transmission on 21 October.
It will be launched on other cable and DTH platforms in the coming days.
UTV HD’s core TG is NCCS 15-40 audience. The channel will showcase iconic Hindi movies and international dubs. It will also premiere a new movie every Friday.
UTV HD will be second HD channel from Disney India bouquet. It had launched Disney International HD on 29 October 2017. Disney has two SD Hindi movie channels UTV Movies and UTV Action.
Disney India Executive Director and Head-Product, Media Networks Devika Prabhu said, “UTV, promises viewers a legacy of wonderful stories, that have been loved and appreciated by all. Over the years, our movie channels have entertained viewers in Hindi with movies across the genres of action, drama and comedy. With the launch of UTV HD, we take our viewers into a world of limitless possibilities, where every scene and story comes alive in stunning high definition, through an extensive selection of movies from Bollywood, Hollywood and Asia.”
According to a BARC India study, the number of HD channels increased 41% during the October 2015 to September 2017 period. The viewership share of HD channels also grew by a whopping 169%.
The number of HD channels too has increased from 59 in 2015 to 83 in 2017. Of the available 83 HD channels, 50 channels have both SD and HD feed.
According to the report ‘The HD Landscape’, the youth in 22-40 year age bracket are among the biggest consumers of HD channels with a 35% share of HD viewership.
The report had also stated that the movie genre has second highest share of HD viewership at 22% after general entertainment which has the highest share of 62%.
Movie channels have the highest reach in both SD and HD while GECs have the highest time spent in HD. Among SD channels, the kids’ genre has the highest time spent.
With the launch of UTV HD, the number of HD movie channels has grown to seven. The other channels include Star Gold HD, Star Gold Select HD, Sony Max HD, Zee Cinema HD, &pictures HD, and Rishtey Cineplex HD.
According to EY FICCI report, the total number of HD subscribers has crossed 10 million, on the back of increased sale of large television screens of 40 inches and above, where the viewing experience requires higher quality content.