ITV

Tag: Baaghi 2

  • Star Gold banks on latest Bollywood movies for viewership

    Star Gold banks on latest Bollywood movies for viewership

    MUMBAI: There’s no genre more cluttered with channels than Hindi movies. Channels need to bank on a mix of movies including Bollywood, Hollywood and regional dubbed ones to get audience attention.

    According to BARC data, in 2017, the viewership in this genre raked an average at 4163 million GVTs, leading to 4733 million GVTs in 2018 in 2+, HSM U+R.

    Speaking about Star Gold, the channel is Bollywood-heavy with 70 per cent viewership coming from Hindi content. The channel claims to deliver the top Bollywood premiers among the Hindi movie channels. The network had acquired TV and digital rights in 2017 of six unreleased films like Golmaal Again, Judwa 2, Sanju, Baaghi 2, Raid and Aiyaari.

    Star Gold will continue to focus on Bollywood blockbusters. The channel’s upcoming line-up includes Stree, Kaala, Total Dhamaal, Kalank, Super 30 and Ranveer Singh’s next film on the 1983 world cup. Among previous premieres Bajrangi Bhaijaan garnered 17.7 million, Prem Ratan Dhan Payo raked 17.3 million, Judwa 2 received 10.9 million and Golmaal Again received 12.1 million impressions in the urban market.

    Star India Hindi movie business EVP and GM Hemal Jhaveri said that the last three biggest premieres, Judwa 2, Golmaal Again and Baaghi 2 rated above four TVR on Star Gold. “A consistent strategy of always maintaining a bank of top Bollywood titles every year has worked for us. We have never strayed away from Bollywood. We are no longer a snacking category. Both premieres and repeat airings get consistently high ratings,” he said.

    When asked about his strategy for the acquisition of movies, Jhaveri said, “Our strategy is very simple and perhaps it has really worked for us. We are not content racist about dubbed content, English or Hindi content, it is the content which a viewer would love to watch and we acquire it.” He said that the basis of any channel that doesn’t produce anything is curation and Star Gold heavily works on curated content.

    More than 40 per cent viewership of the Hindi movie channels comes from the releases of the last three years from the urban 15+ males viewers. Women delivered higher ratings on the premieres of Golmaal Again as well as Judwaa 2. The cluster’s rural reach portfolio is 189 million individuals on an average for the last 13 weeks (2+, HSM rural).

    In BARC week 30 in HSM (U+R) : NCCS All : 2+ Individuals, Sony Max emerged as a leader with 693696 impressions (000s) sum. Sony Wah, Star Utsav Movies, Zee Cinema and Star Gold stood at second, third, fourth and fifth positions with 592195 impressions (000s) sum, 551341 impressions (000s) sum, 547194 impressions (000s) sum and 445783 impressions (000s) sum respectively.

  • Star India bets on unreleased movies

    Star India bets on unreleased movies

    MUMBAI: Star India is leaving no stone unturned to ensure Star Gold reigns in the movie premiere category. The broadcaster has not only acquired TV and digital rights for two blockbusters of 2017 – Golmaal Again and Judwaa 2 but also upcoming unreleased movies like Dutt, Baaghi 2, Raid and Aiyaary.

    According to a source close to the development, all the six movies have been acquired for a period of 7-11 years. They will also be available for streaming on Hotstar.

    Movie acquisition costs keep going a notch up every year, especially if the movie does well at the box office. The movie acquisition cost of Aiyaary is around Rs 21 crore, Golmaal Again is around Rs 60 crore and Judwaa 2 is between Rs 25-30 crore, the source revealed.

    Star India general manager and EVP Hindi movie business Hemal Jhaveri said, “The acquisition of the biggest films of the year is a testament to Star Gold’s dominant position and to the strength of the Star Network. Apart from entertaining the audiences, mega movie premieres also prove to be a successful platform from an advertiser’s standpoint. We are delighted to be at the centre of this win-win situation.”

    The broadcaster stands to earn big bucks during mega movie premieres since advertisers don’t hesitate to cough up premium rates, which will not be the case for a normal movie. It gives a bigger brand image for the advertiser as well as viewers.

    Premieres also tend to grab more eyeballs. The channel expects movies like Judwaa 2 and Golmaal Again to rake in the investment and viewership. But Bareilly ki Barfi and Shubh Mangal Savdhan and the likes may not do the same, said the source.

    Jhaveri believes that the channel has always received a phenomenal response for its big-ticket premieres. With the current lineup, the channel is optimistic about outdoing its previous records and setting new standards for television premieres in the country.

    In the last two years, Star Gold delivered the highest rated premieres, Bajrangi Bhaijaan and Prem Ratan Dhan Payo (PRPD), whose satellite rights commanded a price tag of Rs 50 crore. Both their ratings are still unbeaten. Along with these, the channel has disrupted the market with landmark premieres such as Pink and The State vs Jolly LL.B 2. In 2017 itself, the channel delivered six of the top 10 premieres shown on Hindi movie channels.

    Despite the onset of digital platforms, TV viewership hasn’t been affected but has even increased since rural areas, that were only acquainted with Doordarshan earlier, can now scan through tons of private channels.

    Rohit Shetty’s Golmaal Again and Varun Dhawan’s Judwaa 2 will premiere on Star Gold in the coming two months. Among the unreleased movies are Rajkumar Hirani’s Dutt starring Ranbir Kapoor, Neeraj Pandey’s Aiyaary featuring Sidharth Malhotra, Baaghi 2 with Tiger Shroff in the lead and Ajay Devgn’s Raid.