STAR Gold lines up a delectable treat for cine lovers beginning with the ‘Paheli’ premiere

STAR Gold lines up a delectable treat for cine lovers beginning with the ‘Paheli’ premiere

Author | Pritie S Jadhav | Wednesday, Jan 25,2006 9:44 AM

STAR Gold lines up a delectable treat for cine lovers beginning with the ‘Paheli’ premiere

2005 proved to be a good year for STAR Gold as it bagged the movie rights of several acclaimed movies like ‘Black’ ‘Swades’, and ‘Viruddh’ among others. The channel is all geared up to continue with this trend in 2006 as well with even bigger names and more aggressive marketing.

STAR Gold’s first mega offering of the year is the Oscar-nominated ‘Paheli’ which airs on January 29. Although the movie didn’t create much of a stir at the box office, Ajay Vidyasagar, Executive Vice-President, Marketing, STAR India Pvt Ltd,] said, “We have always demonstrated that movies get bigger on the STAR network. A case in point is ‘Swades’, which did not do too well at the box office but did very well when it premiered on Star Gold, getting higher ratings than the premiere of ‘Hum Tum’ on Sony around the same time and becoming the highest rated movie in SEC A for entire 2005. As for ‘Paheli’, the reasons for failure at the box office often are due to factors other than the quality of the movie itself, and given the buzz around the movie with the candidature for the Oscars, we are confident it will do very well.”

On the marketing front, all the channels of the network have been deployed to promote the TV premiere of ‘Paheli’. A special episode has been created on the making of the movie, which will be aired before the premiere. Interstitials capturing the best moments of the movie and behind-the-scene action are on air in high rotation.

Boosting all this is a massive PR exercise involving exclusive interviews with the director of the movie, Amol Palekar, the set designer, and the costume designer to highlight different aspects of the movie.

And that’s no all. Vidyasagar added, “Next month there is the triple p]remiere of one of 2005’]s biggest hits ‘Maine Pyaar Kyun Kiya’. Later in the year we will be premiering two of most talked about movies of 2005 – ‘Bluffmaster’ and ‘Apaharan’. But what has got us excited the most right now is the third edition of ‘Sabsey Favourite Kaun’, the only initiative that is a true indicator of a star's popularity. And this year, it's really big with US election style primaries across the country, 13 weeks of activity on air, Arshad Warsi not only hosting but joined by his wife Maria Goretti, and a really big and irreverent event to cap it all off. It's going to be a treat for our viewers starting this February.”

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