UTV Action undergoes revamp

The action channel from the UTV stable has changed its feel and sports a new tagline.

The action channel from the stable of the UTV Group has donned a new look and feel from December 1, 2011. The channel, which showcases Hollywood films dubbed in Hindi, has a refreshed logo and a new tagline -- Home of the Warriors. Its earlier tagline was Be Prepared.

The changes are in line with the brand philosophy of the channel -- the ultimate destination for the best of Hollywood action movies. UTV Action was launched in January 2010.

The new tagline is focussed on action heroes. The new look, designed by Plenty, an Argentina-based agency, keeps in mind the fast-paced content and edgy image of the channel.

The revamped packaging consists of new promos, menus, astons and edits, and aims to keep viewers on the edge of their seats. The new look of UTV Action will have distinct elements catering to action, horror and sci-fi genres, with key properties of the channel such as Saturday Power Premiere and Big Bang Movie being redesigned to suit the revamp strategy.

In an official communiqué, Sameer Ganapathy, business head, UTV Action, says, "We are sure that the new look will redefine the viewing experience to make it the ultimate destination for Hollywood action. The new on-air concept is dynamic, and involves fast-paced graphics that give an extra edge to the action-packed channel."

For the record, UTV Action launched the channel in Telugu in an attempt to tap into the Andhra Pradesh market. Christened UTV Action Telugu, the channel, launched on June 26, 2011, targets the C&S 15+ audience set. It has a library of Hollywood films dubbed in Telugu, such as Karate Kid, Spiderman, Kung Fu Hustle, XXX, Men in Black, Hancock, Ultraviolet, Underworld: Evolution, A Perfect Getaway, Bad Boys II, Vertigo, National Security and Salt.

UTV Action bagged a gold and a silver award for Best Animation and Best Logo categories, respectively, at PROMAX India 2010.