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UTV Movies goes in for a glamorous makeover with new logo

By Anindita Sarkar , afaqs!, Mumbai | In Media Publishing | June 13, 2012
Designed by Denmak-based agency Thank You, the new logo has been inspired by 'glitz and glamour', a hallmark of Bollywood, the channel claims.

UTV Movies, the Bollywood movie channel from the Disney UTV Network, has decided to dress in a fresh logo while continuing to retaining its brand philosophy, Jiyo Bollywood.

UTV Movies

Designed by the Denmark-based agency 'Thank You', the new logo has been inspired by 'glitz and glamour', a hallmark of Bollywood, the channel claims.

With the change, UTV Movies intends to position itself as a premium Bollywood channel with an enhanced movie viewing experience through its look and feel, and blockbuster titles.

Also, while the channel was not ready to divulge any further details, it is learnt that with this change, UTV Movies also looks to augment its movie library with a significant number of fresh Bollywood titles.

Meanwhile, in a bid to communicate the logo and look change directly to the audiences, UTV Movies has created a variety of interactive apps on Facebook. These include apps such as The Unending Bollywood Quiz, Who Am I and MoloQube.

The page will also include little known trivia, reviews from the experts, the first look of upcoming movies, hottest Bollywood gossip and latest songs.

Sameer Ganapathy

Speaking on the new look of the channel, Sameer Ganapathy, executive director, movie channels and channel distribution, Disney UTV, says, "With the brand new look, UTV Movies takes a step forward to offer latest and premium Bollywood content to its viewers and redefine Bollywood movie viewing experience. Our digital initiative will help us connect with our viewers beyond their television screens."

It is interesting to note here that post the Walt Disney acquisition, this is the second channel from the UTV stable that has undergone a logo and look change. In April, UTV Bindass, the youth channel, decided to don a fresh brand identity in a bid to keep pace with the ever-changing outlook of its core audience set.

The channel did away with UTV from the brand name and embraced the new tagline, 'Rest Less' instead of the earlier 'What I Am'. The attempt was to retain the sharpness of the brand while adding an overall 'purpose' to the brand identity and thus the TG (target group).

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