UTV Global Broadcasting Ltd (UGBL), the broadcast arm of UTV Software Communications Ltd, is launching on 24 February a Hindi movie channel.

UTV Movies will operate under UTV Entertainment Television Ltd (UETL) which also launched World Movies, the World cinema channel, on 3 February.

UGBL will have two subsidiaries - UETL and GenX. The Bindass channels are under GenX

This Hindi movies channel launch will be followed by the launch of a business channel and a music channel.

Said UTV Entertainment Television Ltd CEO Shantonu Aditya, "World Movies is a channel for an up-market audience, keeping in mind the needs of the increasingly global Indian. The channel offers contemporary, glamorous international movies from around the globe in varied genres. We launched the channel with a 65 per cent C&S availability across five metros and projecting to hit 80 per cent within a short span."