UTV, Airtel Digital TV tie up to launch 'Superhitz'

By Nisha Menon , afaqs!, Mumbai | In Media Publishing | June 21, 2012
The newly launched subscription video on demand channel can be accessed at a subscription charge of Rs 31 per month and will showcase movies produced by UTV Motion Pictures as well as a few titles acquired by UTV's broadcast network.


Shashi Arora

UTV Motion Pictures, in association with Airtel Digital TV, has launched its first subscription video-on-demand (SVOD) channel, Superhitz. Disney UTV Studios claims to be the first studio in the country to partner with a DTH player to create an SVOD channel dedicated entirely to UTV content.

The channel will showcase a selection of movies produced by UTV Motion Pictures as well as a few titles acquired by UTV's broadcast network.

The service is accessible to viewers at a price of Rs 31 a month. Existing subscribers of Bharti Airtel's DTH platform can SMS ADD 159 to 54325 and subscribe to Superhitz.

Commenting on the insight behind the launch of Superhitz, Amrita Pandey, executive director, syndication, international distribution and Disney media distribution studios, Disney UTV, says, "It has been our continuous endeavour to create maximum access points for the consumer with our content. Our association with Airtel on this subscription channel is another step in the direction of providing quality entertainment to our viewers across platforms.

"Bollywood and cricket are two prized obsessions among Indians. Bollywood movies on a digital platform are fast embracing the subscription-based video-on-demand (SVOD) mode. UTV has produced some of the best titles in the last decade. Airtel's association with UTV Motion Pictures is a testimony of our joint commitment to bring world class innovation and services for our valued customers," says Shashi Arora, CEO, DTH and media, Bharti Airtel.

Superhitz will showcase movies such as Dev D, Kaminey, Wake up Sid, A Wednesday, Fashion, Jodhaa Akbar, Life in a Metro, Raaz, Murder, Ghulam, Zakhm, Dil Chahta Hai and many more popular titles.

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