Digital curtain rises on new film productions.(British Sky Broadcasting develops three movie channels, pay-per-view, and other services to change UK's television viewing habits)(Brief Article)

LONDON As part of its digital drive last year, BSkyB re-branded its film channels and plunged into original film production.

In September, Sky's three movie channels became Sky Premier, Sky MovieMax and Sky Cinema. Each targets a different film viewer.

Premier casts the widest net: it's home to new blockbusters every Saturday night and it's where exclusive films and Sky's own productions will see their first showing. MovieMax is skewed younger and focuses on action and comedy pics. Sky Cinema screens classics. Sky called on marketing firm Pittard Sullivan to create new looks and images for each channel.

More is better

"Since the rebranding, fewer people are turning off Sky," says Bruce …