MUMBAI: MTV is launching its youth movies section from 3 July. The Viacom18 channel, which has shed its music  quotient and positioned itself as a youth entertainment  channel, will be airing three movies every Saturday starting 7 pm.

The channel has partnered with Cornetto and named the segment MTVplex presents Cornetto Luv Reels. The short films will be presented in collaboration with two production houses - Red Chillies Idiot Box and Milestone Movies, MTV said in a release.

The channel intends to become a platform for aspiring actors, singers and music composers.MTV will direct these user generated movies, whereas Red Chillies Idiot Box and Milestone Movies will take forward the production.

After MTV's �Fully Faltoo Films', this time the channel has ventured into a new genre.

MTV India SVP– sales & marketing Aditya Swamy said, Young people are always looking for fresh forms of entertainment and who knows the pulse of this audience better than the audience itself. Luv Reels is India's first user generated film series and it could potentially be the start of something very powerful. This kind of bold experimentation happens only when you have the support of a marketing powerhouse like HUL and a progressive thinking brand like Cornetto....