A family film channel to compliment Star Gold is set for launch in India by the News Corp-owned Star TV network on 6 May, according to local reports.
Movies OK will be the second 'OK' branded channel from Star India, following the rebranding of its Hindi general entertainment channel Star One to Life OK in December 2011.
Star Gold's general manager, Hemal Jhaveri, will reportedly run the new Hindi film channel, which has a library of 1,000 titles and will initially be available free to air, according to Indian Television.
Movies OK will compete in space already filled with around 12 channels including SET Max, Zee Cinema, UTV Movies, UTV Action, Zee Premier and the already mentioned Star Gold.
The Hindi movie genre currently accounts for 11.9% of India's TV viewers being the third most watched genre, after regional channels (33.4%) and Hindi general entertainment channels (27.4%), according to a FICCI-KPMG report published in March 2012.
The launch of Movies OK will coincide with Star India's new, hotly anticipated Aamir Khan show, Satyamev Jayate – reportedly the most expensive production on Indian television.