MUMBAI: With the numerous award shows being held across the world, one thing is clear – everyone loves movies.

And with the number of movie channels increasing in the country, the competition is only growing multifold. Zee Entertainment Enterprises Limited (Zeel), which boasts of six movie channels - Zee Cinema, Zee Classic, Zee Action, &Pictures, &Pictures HD and Zee Cinema HD – under its banner, plans to revamp its 24/7 action movie channel.

Speaking to Indiantelevision.com, Zeel Hindi movie channel business head Ruchir Tiwari said, “In terms of content, action movies are the most preferred choice for the audiences. This makes us feel very confident of the potential for a focused 24/7 action movie channel and the year 2015, will see a revamped Zee Action in full gear.”

“The channel will explore its maximum potential with an aggressive line-up. We would be experimenting a lot with Bollywood, Hollywood and southern content catering to the needs of voracious action movie lovers,” Tiwari further added.

Come March, and the channel will get into full action with an aggressive marketing plan in its core markets. Been worked upon for the last one year, the channel can now boast of a sizable and fresh library.

“We will launch with a primetime property,” highlighted Tiwari without revealing much. However, he did add that with the content revamp underway, the packaging will too undergo a change to keep up with the new strategy.

Currently, the channel is focusing on a 360 degree robust marketing plan, which will highlight Zee Action as the best in its genre like the network’s other movie channels.