Why did you feel the need to launch an international movie channel at this juncture?
In the course of extensive research, we found out that there has been a sea change in habits and lifestyles among Indians over the last decade.

There’s more solvency and therefore, greater mobility. People are travelling more and have a greater awareness of what is happening elsewhere in the world. In such a situation, the demand for something new, be it in terms of apparels, brands or lifestyle patterns, is inevitable.

We believe we are creating a completely new genre in Indian television, keeping in mind the current scenario.

Who is your target audience?
It’s a niche market. We are looking at an age group of 18-35 and will slowly have more things for all age groups.

What are your plans for the channel?
We have just had a soft launch, but we have major expansion plans. Currently, we have over 450 movies from about 35 countries. There’s something for everybody. From action to comedy to thrillers to romance, we have a comprehensive library. It’s still too early to tell, but we are looking at a market share of 30 per cent of the current English movie scenario to begin with.

What other films will be available besides Hollywood fare?
We have a representative collection of movies from a number of countries including South Korea, Japan and Spain. Of course, there will be English movies as well. They form about 20 per cent of the segment.