UTV's international movie channel, World Movies, launched five weeks ago, has already started attracting more viewers than other English movie channels, UTV chief Ronnie Screwvala said.

UTV claimed that in terms of audience response, the channel has raced ahead of Star World and Zee Cafe.

Talking to media, Screwvala said the channel was meant for the younger generation of urban television viewers. 'We have already hit the target audience. In many cities, many families often switch from other programmes to watch this channel,' he said.

The channel's success lies in the fact that it not only shows movies made in English language, but in other languages too, Screwvala said.

'Several movies that the World Movies channel has in its repertoire would never get theatrically released in India because they would attract few eyeballs. But these movies can be thoroughly enjoyed on television,' Screwvala pointed out.

The UTV chief refused to comment when asked if the channel's instant success was due to the fact that it carries the UTV label.