Shah Rukh Khan-Rani Mukherjee starrer ‘Paheli’ might have missed out on an Oscar nomination, but India’s official entry to the prestigious Academy Awards delivered a TVR of 2.6 (CS4+, HSM) for STAR Gold, which premiered the film on January 26. ‘Paheli’ has thus become the highest rated premier on Hindi movie channels so far in 2006.
While airing ‘Paheli’, the channel reached out to 6.9 million viewers and had a commanding channel share of 58 per cent in the category. In the last six months, STAR Gold has managed to dish out decent numbers for its premiers like ‘Swades’ (which had a TVR of 3 on premier) and ‘Hulchul’ (TVR of 2.7 on premier).
Said Puneet Johar, Senior Vice-President, Marketing and Communication, STAR India, “The ratings for ‘Paheli’ prove once again that movies get bigger on STAR Gold. Premieres of fresh titles, backed by promotional blitz, have delivered rich rewards for us, and for the brands on STAR Gold. With the Pure Gold Triple Premiere of the blockbuster ‘Maine Pyar Kyun Kiya’ coming up this month, we are confident that STAR Gold will continue the winning trend.”
‘Swades’ and ‘Paheli’, which were considered commercial disappointments on their theatrical release, rated much higher than movies like ‘Waqt’ (TVR of 1.5 on premier) and ‘Lucky: No time for love’ (1.6 TVR on premier), which were considerable Box Office successes.
Within the media planning fraternity there are diverse opinions on the performance of STAR Gold in the last six months. According to Punitha Arumugam, CEO, Madison Media (West), STAR Gold was indeed consistently picking up. “The fact today is that with the inventory in the Hindi movie genre becoming chock-a-block and the demand being based on availability of inventory, in fact, all the three channels are doing well,” she said.
Lodestar, Vice-President, Nandini Dias, however, said, “I don’t think the ratings for STAR Gold have come up as much as the expectation. With the revamp of the channel with good properties, one expected STAR Gold to become the much preferred channel, and though the ratings have shown some improvements, it has not taken the channel to the number one position. Though the potential is huge.”
In response, Johar said that today the Hindi movie genre and the general entertainment genre was closely fought and STAR Gold had actually moved up from being number three to be a top contender for the No. 1 position. “In weeks 45 and 46, we were number one, so there is a keenly fought battle for the top slot. The performance has matched our expectations and with huge promotional platform, we are confident to do even well,” he asserted.
With Schwarzkopf Palette Sabsey Favourite Kaun slated to hit the airwaves soon, the intention of STAR Gold to continue to delight audiences throughout the year in 2006 is even clear.