Disney-UTV Bows Bollywood Channel UMP Stars in the U.K.

1:25 AM PST 06/19/2012 by Nyay Bhushan

The Disney-owned UTV group has launched the celebrity-driven channel on the UK's Sky platform.

NEW DELHI - Walt Disney-owned diversified broadcasting and media group UTV has launched its Bollywood celebrity channel UMP Stars in the U.K. via the Sky platform.

UMP Stars was originally launched in India in 2011 as UTV Stars - with the tag line “the official channel of Bollywood” - after which it bowed in the Middle East, Malaysia and Australia. UTV Stars was renamed UMP Stars for the U.K. to avoid any legal and branding conflicts with Northern Irish broadcaster UTV Media.
Largely driven by a content mix of celebrity-driven programming including reality shows, news segments and music slots, UMP Stars is available as a free-to-air channel on Sky EPG 853.

“We are pleased to launch UMP Stars in the U.K. which will complement the presence of our flagship Hindi Movies channel UMP Movies in the region. U.K. has a large South Asian diaspora and Bollywood fanbase. We are proud to extend our media sales association with Sky Media and look forward to another grand entry into the region after the successful launch of UMP Movies in December 2011,” said Disney UTV Media Networks md M K Anand.

“We're thrilled to be adding another UMP channel to our portfolio. Following the success of UMP Movies, UMP Stars strengthens and broadens our Asian offering to advertisers while delivering fantastic Bollywood content to Sky's customers,” added Sky Media operations director Richard Hawking.

In March, UTV Stars launched the UTV Stars Walk of the Stars in Mumbai modeled on the Hollywood Walk of Fame. Located in Mumbai's Bandra Bandstand Promenade, the Walk of the Stars will honor the icons of Indian filmdom with celebrity handprints on a customized slab and specially designed brass statues of legendary actors. The Walk of the Stars is also slated to be launched in Delhi, London and Dubai at a later date.

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