STAR India has completely moved away from its plans to premiere Hindi movies on its movie channel STAR Gold. Yet another move in this context is seen with the Network’s decision to premiere ‘Rang De Basanti’, one of the biggest Bollywood hits so far this year, on STAR Plus on August 20, 2006 at 12.00 pm.
Elaborating on the premiere, Deepak Segal, EVP, Content & Communication, STAR Entertainment, said, “The satellite premiere of ‘Rang De Basanti’ is yet another endeavour on our part to offer viewers most compelling entertainment on the small screen. And we can safely say that this is just the beginning. STAR Plus will be have many more satellite premieres of recent blockbusters as we plan to continue entertainment in the best and the most innovative ways possible.”
When asked why the detour from STARr Gold to STAR Plus, STAR India’s Satya Raghavan, replied, “Big events and big shows bring about a rise in viewership. But we thought why not create sustained viewership around such big shows and hence, some time around August last year we decided to come out with big shows like ‘KBC 2’. We created other shows like ‘Baa Bahoo and Baby’, ‘Kyunki …’ around it to create sustained viewership.”
“Similarly, the announcement to have blockbusters on STAR Gold was to create the same kind of interest for STAR Gold. In the past one year we have achieved it and hence, the detour,” explained Raghavan.
Talking about the premiere of the film in the afternoon, Ragahvan said, “We have been successful in sustaining interest in prime time, weekends and other blocks week after week. The idea of premiering a big film like ‘Rang De Basanti’ is to exploit the viewership in the afternoon block.”
Raghavan further said that apart from the on-air promotions, the marketing initiatives for ‘Rang De Basanti’ were restricted to “the 3,000-odd small towns in India where people may not have been able to watch the film.”