New cable movie channel launches in India

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BOMBAY -- London-based Hinduja Group has launched Cable Video Office, a cable-delivered movie channel that is the marketer's third television venture in India.

Cable Video Office will initially be offered to subscribers of In Cablenet, a Hinduja-owned cable system in Bombay, Delhi, Bangalore, Ahmedabad and Hyderabad cities. Each day the channel will air ten hours of native Hindustani-language movies from a 3500-strong library of titles.

The channel gained notoriety before its debut when New York-based Time Warner objected to the original name given, Hinduja Box Office. The U.S. media giant served notice that the name infringed on its Home Box Office trademark and succeeded in forcing a change in moniker. HBO doesn't broadcast to India. Bombay-based advertising agency Prophecy handles the Cable Video Office account.

Hinduja, a billionaire conglomerate with interests in trading, oil, automobiles, banking, finance and media, is a partner in Asia Business News India, a satellite business channel partly owned by U.S.-based Dow Jones & Co. It also owns In Mumbai, a general-purpose city channel for Bombay. Cable Video Office will compete with News Corp.-owned Star Movies and 50.1%-held Zee Cinema, and government-run Doordarshan's Movie Club. These channels are solely dedicated to offering movies in a TV market whose favorite programs are movies.

Copyright November 1996, Crain Communications Inc.

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