MUMBAI: It was in April that indiantelevision.com broke the news of Multi Screen Media (MSM) planning to launch a second movie genre channel, christened Max 2. The channel which is already on air currently runs movies from the MSM library. But plans are much bigger.

The tagline for the newly launched channel is ‘Jab Dekho Tab Naya’. “The channel currently airs movies which our viewers have grown up watching. From the older movies to the most recent ones. But this is not all,” informs MSM India CEO NP Singh.

Max 2 will be a clear differentiator from its competition. Says Singh, “The objective of the movie channel is to get good cinema made in India to our viewers.”

He elaborates, “While a lot of the movie genre channels air Hindi dubbed Telugu action movies, other regional language movies like, Marathi, Gujarati among others, do not reach mainstream media. And they are beautiful movies. Our aim is to bring those to Max 2.”

The network is surely going an extra mile to differentiate its new movie channel from the rest.