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Star Gold completes a decade; opening up more programming slots

02-March-2010
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Star Gold completes a decade; opening up more programming slots

Following completion of 10 years of operations, Hindi movie channel Star Gold is now opening up new programming slots to cater to a wider audience base. The channel plans to refresh its looks by pepping up its slot graphics in the next six months. The logo and the branding will however remain the same.

Star Gold contributes approximately 20 per cent of Star India’s total annual revenue. Speaking to exchange4media, Sameer Rao, General Manager, Star Gold, said that the channel intended to keep this figure constant over the next year as well.

According to Rao, one of the key highlights of 2009 was ‘Sabsey Favourite Kaun’, a property that is now in its seventh year. “In 2009, the event witnessed the maximum number of votes (nearly 1.7 crore),” he claimed.

Meanwhile, Star Gold had also ventured into creating specific genre-based slots for the first time in 2009. For instance, there was a special slot for movies in the ‘Fantasy’ genre. The channel plans to create more of these slots.

The core TG of the channel is youth and male viewers in the 25-34 age group. There is also substantial viewership from male and female viewers in the 10-14 age group. By creating newer time slots, the channel wants to expand its target audience. The channel is also producing two original movies targeted at kids and which will be aired post the IPL3 tournament.

Another programming change that the channel had introduced sometime back was showcasing English movies dubbed in Hindi. Although now there are dedicated channels catering to Hindi dubbed English movies, Rao stressed that Star Gold offered a better variety of movies.

The channel has also found a large chunk of viewership for their South Indian action movies dubbed in Hindi. Said Rao, “A lot of viewers from metros across India are ardent viewers of this genre of movies.”

Although, Star Gold does premier some well-known movies, Rao felt that it worked better if a popular movie premiered on Star Plus. He explained, “Star Plus is a bigger platform for a popular movie as it has a very wide reach. However, some popular movies perform equally well on both Star Plus and Star Gold. The Star India network has also acquired recent blockbusters such as ‘Aladin’, ‘Paa’, ‘De Dhana Dhan’ and ‘Rann’, among others.”

Star Gold’s movies in the comedy and action genres have ardent followers and hence, two of their main slots – Friday Primetime and Sunday Primetime, respectively, are dedicated to these genres.

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