STAR India is focussing hard to strengthen its second channel proposition, which it has manifested in the form of the ‘OK’ Network. Hindi general entertainment channel ‘Life OK’ and Hindi movie channel ‘Movies OK’ are the first of the block for this network.
In 2011, STAR India had undertaken a massive exercise to re-launch its first Hindi movie channel Star Gold and began premiering big blockbuster movies on the movie channel instead of the traditional practice of premiering it on its Hindi general entertainment channel, Star Plus. Following this, Star Gold has seen some of the highest ratings for a Hindi movie channel. It was also amongst the first to bring ad innovations such as short breaks in big-ticket titles on a Hindi movie channel.
Movies OK, that launched on May 6, 2012 has some interesting numbers to show in its first three weeks. The channel debuted with 50 GRPs moving on to 60 and then 69 GRPs in week 20, which is the latest data released by TAM Media Research for the C&S 4+ in the Hindi speaking markets. There has been a 39 per cent weekly reach built up for the channel since the launch, where Mumbai, Delhi and Kolkata have contributed close to 34 per cent of the overall ratings. At present, Movies OK is the number four Hindi movie channel, its predecessors being Max with IPL on it, Zee Cinema and sister channel Star Gold.
“Given the fact that this is Indian Premier League time, these are some very encouraging numbers. Movies OK is making its place as a family movie channel,” explained Hemal Jhaveri, General Mananger, Star Gold and Movies OK, STAR India.
He pointed out that STAR India’s thought process between the two channels is that Star Gold will house the aggressive, blockbuster titles with a more ‘brash’ character to the channel but Movies OK would be the warm, ‘fuzzy’ family channel.
Like it is for Life Ok, experimentation will be the keyword for Movies OK too. Some of the experiments seen during launch are ‘Seven Days, Seven Premiers’ and properties such as ‘Bhai OK’. “You will see a lot more of these as you move forward. We are still testing many concepts. It is early to draw comparisons but we are very clear that we will have distinct personalities for both the brands – Star Gold and Movies OK,” said Jhaveri
STAR India has kept a significant portion of the library exclusive to Movies OK.