It is time for the movie channels to slug it out now. And in this 'my TRPs are better than yours' struggle, Star Gold seems to have toppled the cart in the first week of changing its garb itself. According to Tarun Katiyal, Vice President, Programming, Star India, "The response to the new avtaar of STAR Gold is overwhelming. The first weeks ratings/share are proof to that."
According to these ratings, Star Gold has secured -- 4 out of top 5 movies and its highest ever all-week 24-hour share at 3.37. The film that topped the week is the English film, Bruce Lee's Fist of Fury, dubbed in, with a 1.95 TVR. This is followed by Pratikar with 1.77 TVR; Biwi No 1 with 1.72 and Hum with 1.68 TVR. At No. 5 is Zee Cinema's Dulhe Rajawith 1.5 TVR.
The channel's move to show a dubbed English movie every Saturday evening seems to have worked well . As we reported earlier, it plans to show dubbed movies every Saturday. Some of the forthcoming dubbed movies on the channel are Chocolat, Music of the heart, Miami Rhapsody, The rich man's wife. Interestingly, the channel might not even be paying for the telecast rights of these movies additionally if the telecast rights have already been bought for Star Movies.
The channel also notched highest audience shares for the week for weekdays prime (1900-2159) with 5.32, while Zee Cinema had a share of 2.47 and Set Max 2.09. The weekend prime shares (2000 - 2259) at 7.61 for STAR Gold, 3.65 for Set Max, followed by 2.05 for Zee Cinema.
Says Katiyal, "Revamp and Nimbu Maar Ke campaign have surely worked well" And as to the mainline entertainment channels showing new movies and if they are also not a competition to the channel in that sense, says Katiyal, "It's fine. However, the so-called big titles have not done much for Zee as far as the TRPs are concerned."
However media experts believe that one week's ratings are not enough to declare Star Gold a clear leader as far as movie channels are concerned. Besides, the ratings of the movie channels fluctuate at a much faster pace than mainline entertainment channels, where audience is built over a period of time and stays hooked to it for long duration in most cases. To quote NP Sathyamurthy, Vice President, Media Planning, Initiative Media, "I believe the channel's position as the number one Hindi movie channel is temporary, and would depend to a large extent on the forthcoming titles on all the movie channels. However, channel's move to show contemporary movies has worked. It is likely that they would get better numbers in terms of viewership than they did before, and therefore make more money."