Star strikes gold with 3-year high for Hindi movie channel

16 Sep,2011

It’s struck gold. The Hindi movie channel of the Star network has leapfrogged ahead of all competitors in the Bollywood movie channel genre. Attaining a three-year high of 221 GRPs in Week #37 of TAM’s ratings, the channel managers credit a breakthrough strategy for this unique landmark.

A channel overhaul, a new logo plus a disruptive unveil strategy and a premiere of the recently released Ajay Devgn flick Singham did the trick.

Said Mr Sanjay Gupta, COO, Star India: “It is the highest rated movie on TV in 2011 to date, making Star Gold, the highest and most impactful platforms in the movie business.”

The premiere resulted in 8.7 TVR with over 124 million viewers (extrapolated at an All India U+R using IRS) and an average time spent of 106minutes (CS 4+, HSM markets). Interestingly only 20 million people are said to have watched the film on theatrical circuit.

Star Gold has lined up several other popular films on the back of Singham’s success. Top of the heap is Star Gold LogoRa One and the recent superhit Zindagi Na Milegi Dobara. Industry sources suggest that some of the films may also be simulcast on Star Plus.

The channel’s general manager Mr Hemal Jhaveri is pleased. “The overall refresh strategy delivered good results. A key segment of Singham was used to reveal the on-air look of the channel through a unique experiential initiative for the viewers. We are extremely overwhelmed that the viewers have devoured Singham and have continued to patronize the channel post the refresh.”

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