Star Gold — the old movie channel from the Star India stable is in for a facelift. With rights to old classic films being unavailable and limited viewership has made the channel to shed its old vintage image and don a newer look. According to industry sources, the channel is now likely to feature newer movies and have programmes contemporarily packaged.
Star officials, while confirming that the channel was being revamped, declined to divulge details. They, however, said that the channel was being overhauled since the rights to most of the old movies had already been sold to some channel or the other.
Media planners said that the old movie channels were niche channels with limited appeal. "There are far fewer viewers for old movie channels. The greater demand for Cartoon Network prompted Turner International to wind up its Turner Classic Movies (TCM) sometime ago.
The flavour of the season among various channels, in fact, is to bring the latest blockbusters to the drawing rooms. Zee has bagged the rights to several of the latest blockbusters such as Road, Humraaz, Mujhe Kuch Kehena Hai and the yet-to-be released Hathyar, bringing down the lead time between the theatrical release and television premiere.