MUMBAI: Turner International will be re-launching its channel HBO Hits as HBO HD in April this year.

As was reported earlier by Indiantelevision.com, late last year Turner decided to re-brand HBO Hits as HBO HD, which was subject to regulatory approvals. Additionally, Turner also discontinued its other channel HBO Defined. Both HBO Hits and HBO Defined were launched as a partnership between HBO Asia and Eros International in 2013.

HBO HD will be available on direct-to-home (DTH) and cable platforms from April. The broadcaster is also looking to launch the HBO mobile app in March.

What’s more, the company has also unveiled a fresh new-look for HBO on 14 February, which reflects a youthful and aspirational viewer demographic. HBO’s new packaging has been redesigned to present world-class content to a local, but worldly, audience.

Turner International, South Asia senior vice president and managing director Siddharth Jain said, “Consumers are at the centre of everything we do and these changes directly reflect this. The all-new HBO captures its audience’s imagination – like never before – through the implementation of a new programming and content strategy; and new fan-engagement initiatives. Indian consumers are spoilt for choice when it comes to entertainment options, and HBO is ideally positioned not only to excite but also engage.”

The big-budget Mad Max: Fury Road on 14 February led the launch of a new program and content strategy, complemented by a social media campaign. This will be followed by four back-to-back Sunday premieres namely American Sniper, Wild Card, San Andreas and A Walk Among the Tombstones.

The HBO mobile app will gives viewers access to channel details and information – boasting full channel schedules, a reminder feature, TV promos, preview of upcoming premieres and a Hollywood quiz.