Mumbai – World Movies, UTV Network’s first international movie channel launched February 3, 2008, has topped ratings among the target audience group C&S 15+ Sec A, and led English movie channels Pix and Zee Studio, and English entertainment channels AXN, Star World and Zee Café, according to TAM ratings released on March 13, 2008. Average time spent per viewer on World Movies grew more than 100% since launch to 14 minutes per week. Average time spent per viewer in Delhi was recorded at 22 minutes, higher than Star Movies, HBO, Pix, Zee Studio, AXN, Star World and Zee Café, reinforcing the finding that international content commands “high stickiness levels” over English movie and English entertainment channels. Shantonu Aditya, CEO, UTV Entertainment Television Ltd, said, “The impressive ratings of World Movies only confirm our belief that Indian audiences have an appetite for an international movie channel which is high on style and very different from what they have seen so far.” The channel is currently in a marketing “blitz” across television, internet, online, and radio, supported by below-the-line (BTL) activities.