As a brand extension strategy, the channel is currently organising a ten-day action movie festival in the Capital. Plans are afoot to take the festival to several other cities in the country, including Mumbai, Bangalore and Chennai, in the course of the year. Speaking to The Financial Express, Action TV CEO James M Buklarewicz said that the content of India-specific programmes would revolve around the ground events that the channel will organise throughout the year. This will involve action-oriented sports and game shows in Indian environments. The channel plans to organise at least ten such events in the current year. "We hope to come out with such events every six week," said Buklarewicz.Events management may corner up to 25 per cent of channel's current marketing spend in the country, Buklarewicz said.

The channel's total marketing spend in the current year is expected to be in the region of $4 million--an increase of over 70 per cent over last year, he said. The India-content will come in a one-hour band which will be stepped up later. Plans are also afoot to start niche programmes to tap advertising revenue from the infotech industry. India-oriented game shows and science-fiction programmes are in the offing. To begin with a special 8 PM weekend slot is being created.