STAR India has demonstrated time and again that its primary focus is to strengthen flagship channels in different genres such as Hindi general entertainment, Hindi movies and music. It appears that another area of equal focus for the network right now is the creation of second brands in these genres.
After bringing the curtains down on Star One to launch Life Ok, a second brand in the Hindi general entertainment genre, STAR India has now extended the modus operandi to the Hindi movie genre.
On the back of a strong Hindi movie library that includes almost 500 titles that the company had acquired from Viacom18 in January 2012, STAR India is set to launch a second Hindi movie channel, Movies Ok, on May 6, 2012. Viacom18 had built this library with the intention to launch its own Hindi movies channel but the plans for the channel were stalled.
Like Life Ok, Movies Ok too does not sport STAR branding, which is otherwise seen across all STAR India channels. As is known, the company already has a Hindi movie channel, Star Gold, which was re-launched last year to become the primary platform of big ticket titles that STAR bought including the likes of ‘Singham’, ‘Bodyguard’ and ‘RA.One’. Movies Ok is seen as a strategy to bring another offer between Star Gold and its competitors such as Zee Cinema and Max.
In a conversation with exchange4media, Hemal Jhaveri, General Manager, Star Gold and Movies Ok explained, “We are going to promote Movies Ok on the STAR Network and on digital platforms. We will also use radio and the OOH media to promote the channel.” Some of the early promotions of the channel will also be seen on STAR’s upcoming big ticket show ‘Satyamev Jayate’.
While Jhaveri asserted that Movies Ok will be differentiated from Star Gold, the new channel is positioned to be a family channel. Movies Ok has worked out different programming bands such as festival blocks and properties such as ‘Bhaiyaji Smile’ and ‘Seven days Seven premiers’ in its primetime with the objective to package something different for its viewers.
While Life OK did double the ratings that Star One was delivering, there is still time before critics can state that Life Ok is working for STAR India. Movies Ok, on the other hand, is an interesting move from STAR India at a time when most media observers state that the market may not be fit for new channel launches. There is still time to see what kind of incremental value Movies Ok can bring to STAR India.
(Inputs from Suraj Ramnath)