Sky announces launch of Hindi film channel UMP Movies
Hindi language film channel UMP Movies launches on Sky today (December 12th 2011), bringing a touch of Bollywood glamour to the satellite broadcaster's electronic programme guide (EPG).
The digital TV station can be found at position 797 on the EPG and boasts a library of more than 400 titles, with highlights including recent blockbusters such as No One Killed Jessica, Tees Maar Khan and Tere Bin Laden.
It is operated by UTV Movies, which has been forced to launch with a different brand in the UK and Ireland due to the existence of a rival broadcaster with a similar name - UTV Media - in Northern Ireland.
Sky Media, the pay TV giant's advertising sales arm, will handle marketing for the channel in the UK. Operations director of Sky Media Richard Hawking described the addition of UMP Movies to its channel line-up as a "fantastic opportunity".
"It adds a new dimension to our offering for advertisers and great content for a growing and important audience," he remarked.
MK Anand, chief executive of broadcasting at UTV, said the UK is a "vital market" for the brand due to the country's large south Asian population.