Despite being out of Mumbai for a significant period now, STAR Movies has managed to hold on to the lead position in the English movie genre. The channel has now managed to successfully leverage on the current hype over the new James Bond flick, ‘Casino Royale’, with its on-going Bond Festival.
TAM Media Research shows that for the C&S 15+ AB in the six metros, STAR Movies had twice the channel share than what nearest competitor HBO had for TAM weeks 43, 44 and 45. The channel saw 58 per cent jump in channel shares (compared to the previous six weeks). Prime time shares doubled and while reach of the channel remained constant, there has been a 37 per cent improvement in weekly time spent.
The month long (October 30 to November 30) Absolute Bond Festival, which showcases all the Bond movies allowed a robust growth in all day channel shares. Eight of the 10 top movie titles belong to STAR Movies, out of which three belong to the Absolute Bond movie festival.
“James Bond is a global phenomenon and is hugely popular in India. The Absolute Bond Festival on STAR Movies has created an enormous amount of buzz and excitement among its viewers. We are extremely delighted at the response and this line-up of Bond films will keep the viewers entertained and coming back for more. If you haven’t caught them already, there are eight more movies to go,” reminded Satya Raghavan, Vice-president, Marketing, STAR Entertainment.
The Absolute Bond Festival airs from Monday to Thursday at 9 pm.