The channel will kick off with an irresistible line-up of Hollywood blockbusters: Die Hard 4 and X-Men are just two of the names on the launch line-up.
Movies NOW will be positioned very uniquely in the English film space in India: it will bring Hollywood's biggest blockbusters to Indian viewers in high definition, for the first time ever.
"MOVIES NOW will give its viewers a whole new experience with stunning pictures in 1080i and awesome 5.1 surround sound. Viewers will get to watch the best of 'Hollywood in HD' for the first time in India," said Vineet Jain, managing director of Bennett Coleman & Company, which owns the Times Group.
Sunil Lulla, managing director and chief executive officer of Times Television Network, added, "It provides great entertainment, blockbusters and the finest movies that we know most Indians love to watch. It'll be all the action, all the comedy, all the fast chases and all the drama packaged together."