UTV New Media Ltd, an arm of the UTV Group, has signed Bollywood actor John Abraham for handling his digital platform.

"I am a very private person, not active on any of the social networking sites but I had to figure out a way to interact and connect with my audiences. This is when I got on board with UTV, who launched me both on web and mobile. Now, everyone gets to interact with the virtual 'John Abraham' and know the true side of me, " the actor said in a statement.

The digital platform will reach out to three clusters of consumers - Indians based globally, urban Indian consumers accessing content on computers and mobile screens.

"The power of digital mediums is truly underestimated. UTV's expertise in the digital space, astute understanding of the market and ability to bring innovative and exceptional content on the table will be front drivers of this venture, " UTV Group CEO Ronnie Screwvala said.

"Millions of people now get first person access to exclusive and absolutely never seen before content from celebrities ranging from Bollywood, regional cinema and sports, " he added.