MUMBAI: As digitisation spreads, Star India is looking to boost its portfolio of English channels. It will launch a new channel Star Movies Action on 2 June. This replaces Fox Action Movies which stopped airing on 11 May.

The new channel targets males in the age group 15-35 years from SEC A and B. One big difference is that while Fox Action Movies mainly focused on martial arts, Star Movies Action will cover a broader spread within the action genre.

It will have 300 titles exclusive to it that will not air on Star Movies. Star has first output rights to the library of Fox, Universal and Disney. The Universal deal was struck last year and films from that studio started airing on Star Movies from 1 January this year. The broadcaster also has a second run output deal with Sony.
 
Star India business head- English channels Kevin Vaz said, "Action is the most consumable and popular genre in the English movie category in India. Action thrillers are the best rated amongst English movies, as they cut all barriers of language with their universally captivating action styles and are therefore highly viewed across all sections of society."

"With Star Movies Action, our objective is to cater to the growing demand for this genre by bringing the best of Hollywood action titles and fill the existing gap in the category. Moreover, we promise a lot of exciting engagement opportunities for our viewers which would further strengthen the channel?s position in the English entertainment category in the country," Vaz added.
 
In the first month there will be three premieres ?Abraham Lincoln Vampire Hunter?, the Jackie Chan starrer ?Chinese Zodiac? and sequel of the ?Taken? franchise ?Taken 2?.

There will be a 360 degree campaign to create buzz for the launch. Ads on TV will air across the Star network. There will also be promotion on print, cable and DTH platforms.

The broadcaster has also roped in rock group Pentagram who has composed an anthem- ?A Hero Will Rise?. A social media plan has also been developed to use the mediums of Facebook and Twitter to connect with the audiences.

Moreover an interactive video that resembles the spirit of Star Movies Action can be seen on the site.