Popular series, ‘Lost’, is back on STAR Movies and the channel is excited about its return. Unlike HBO, which regularly features events and mini-series apart from movies, apart from ‘Lost’ not many series have been aired on STAR Movies. Earlier examples of such initiatives by the channel included ‘The Grid’, Steven Spielberg's ‘Taken’ and ‘Triangle’ and first season of ‘Lost.’
The second season of ‘Lost’ has taken the Thursday 9 pm slot on the channel. Despite its popularity abroad, the series has not been able to generate the kind of numbers see internationally. Then why have the show back?
Ajay Vidyasagar, EVP, Marketing, STAR Entertainment, replied, “‘Lost’ is a global television phenomenon and has been a hit in the US with as many as 12 Emmy Nominations in 2005. In India, ‘Lost’ was viewed by more than six million C&S households and it also featured among the top 10 programmes within just two weeks of its premiere. In that sense ‘Lost’ has performed extremely well for the channel. The series has created an enormous amount of buzz and excitement amongst its viewers and has also generated tremendous anticipation around the next season.”
“But I would also like to mention here that with regards to the English entertainment genre per se, ratings are not the ideal parameter to judge the success or failure of a particular slot / programme purely because the higher SECs that form the core audience for the genre are a significantly small and unrepresentative portion of the entire sample size that is being reviewed in arriving at the rating figures,” Vidyasagar added.
When asked about the marketing initiatives undertaken by STAR around the series, he said, “The awareness drive was driven through a comprehensive marketing approach, which included both on-air and off-air initiatives.”
Vidyasagar said that these included wild teaser posters at public places and behind buses, promotional flyers at youth hang-outs, beach bottle promotion (message in a bottle) wherein a cryptic message of the survivors calling for help was strewn on the beach for visitors to chance upon, radio spots, on-air teasers and ‘Lost’ merchandise like notebooks, postcards, etc., were shared with agencies to create word of mouth buzz.