For STAR Gold, there has been a sustained increase in Hindi movies segment on the Indian television. Substantial credit for this can be given to the channel’s strategy of introducing special slot for dubbed Hollywood movies. Perceiving potential in the strategy, Max adopted the similar step and introduced a new slot, called ‘Promise Hollywood Hungama’. And, TAM ratings suggest that the bet is paying off for the channel.
Max introduced the slot on June 27 with Hollywood blockbuster ‘Anaconda’. Apart from this, the channel has acquired titles like ‘Bats’, ‘Godzilla’, ‘Jumanji’ and ‘Men in Black’ amongst others. Ratings suggest that most of the titles have paid off for the channel. Looking at numbers here, Max’s channel share in the slot has increased to 13.75 in CS 4+ of the Hindi speaking markets – which is almost double of what the channel had been making on the given time band.
The following alternative weeks keep the channel high above competition. Is the channel satisfied with the numbers that the slot has thrown up? “Yes, very much,” expresses N P Singh, Business Head, Max, “These are very good ratings. If you look at the performance of all the movies in the past three months, four out of the seven titles we aired, fall in the top 10 movies.”
While titles like ‘Anaconda’, ‘Bats’, ‘Jumanji’ and ‘Godzilla’ kept it in the top position on the Sunday, 9.00 pm slot, ‘The Mask of Zorro’ and ‘Men in Black’ dipped it to the second slot. Of the seven titles, whose figures are available so far, the only one that failed to give numbers was ‘Hook’. “But largely, we have very strong titles. And given the quality of dubbing, the numbers should only get better in the forthcoming weeks,” claims Singh.
In September, however, only one dubbed movie would be premiered as the rest of the month would be taken up by the ICC Champions Trophy. The channel has plans to show ‘The Patriot’ in September. Speaking more on how he thinks the initiative helped Max, Singh says, “Apart from the increase in channel share and viewership, it has also helped us to further reinforce Max’s position as a premium movies and special events channel.”
Max had propped the initiative with heavy marketing drive, using outdoors and on-ground promotional mediums like customised vans. But competition in the field is stiff. STAR Gold, which otherwise airs its dubbed movies on the Saturday, 8.00 pm slot, introduced the new slot, ‘Hollywood Gold’ on Sunday, 8.00 pm. Ensuring adequate marketing supports, the channel has brought in titles like ‘Gladiator’, ‘Jaws’, ‘ET’ and ‘Rock’.