MUMBAI: For Star India, the unconventional strategy of premiering a big-ticket film on its movie channel rather than on Star Plus seems to have worked.
Powered by the Ajay Devgn-starrer Singham, Star Gold has seen a 70- GRP (gross rating point) jump, aiding the channel to cross 200 points.
Star Gold closed the week ended 10 September with 221 GRPs, up from 151 GRPs in the trailing week.
Singham, which was premiered on 10 September, clocked 8.7 TVR, highest on any Hindi movie channel in the recent past and third highest after 3 Idiots (10.88 TVR on Sony Entertainment TV) and Dabangg (9.2 TVR on Colors).
“We are very happy with the viewers’ and advertisers’ response for the premiere of Singham. And we have many more movies in our bank to enhance viewing experience,” Star Gold senior vice-president Hemal Jhaveri said.
When compared to the screenings on Hindi movie channels, Singham’s roar is the loudest, followed by 3 idiots (6 TVR, second airing) and Robot (4.1 TVR), both on Max.
Star Gold had put all the marketing efforts behind creating a buzz around the world TV premiere of the movie.
The Hindi movie genre, fought at the top among Max, Zee Cinema and Star Gold, is marred with low stickiness.
“The ratings may help other channels to think of premiering films on movie channels, which ideally should be the case. The top four GECs alone show 20-25 movies collectively every week. This practice should stop,” the business head of a rival movie channel said.
Jhaveri believes that the players need to constantly change the game. “The rules are changing and there is no set formula. We are also experimenting. We were the first to air five movies a day and now have increased it to six. We have cut down on our advertising time and it is helping increasie the time spent on the channel,” he said.
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