STAR India has renewed its focus on its Hindi movie channel Star Gold, with the focus on ‘Karo Dil Ki’ (Follow Your Heart). The channel has also beefed up its content line-up with latest blockbusters like ‘Singham’, ‘Bodyguard’ and ‘Zindagi Na Milegi Dobara’. With this, STAR India is once again taking the risk of premiering big ticket movies on Star Gold. Besides lining up the latest Bollywood releases, Star Gold will also be more aggressive in its promotional activities and intensify its focus on innovative marketing.
The rebranding and a new logo were unveiled during the television premiere of ‘Singham’ on September 10, 2011. The logo was simulcast across STAR India’s network channels – Star Plus, Star One, Star Utsav, Star World, Star Movies, Pravah and Jalsha, via a unique network roadblock. Ogilvy is the agency behind this rebranding.
Explaining the thought process behind the rebranding exercise, Hemal Jhaveri, Senior Vice President, Star Gold, said, “Star Gold is a brand which has always challenged itself to be the category leader. The journey so far has been a well chalked out one in terms of how we have evolved the brand in the last six-seven months. We were the first ones to implement changes which our competition is following. We were the first ones to play five movies a day. We have made tremendous investment in our content and can now boast of the best movie library in the country. Be it as recent releases as ‘Zindagi Na Milegi Dobara’ and ‘Bodyguard’ to the ones yet to be released like ‘Rockstar’. And there is more to come.”
In a prepared statement, Sanjay Gupta, COO, STAR India, said, “‘Karo Dil Ki’ reflects the attitudes and aspirations of our viewers. As a brand we have always endeavoured to give our viewers what they want to watch, not just what we want them to watch. The TV premiere of ‘Singham’ on September 10 is itself a landmark screening of this over Rs 100-crore grosser, which is still running to packed houses.”
Elaborating on the channel’s new ideology, Jhaveri said, “We as a brand believe that one can succeed even if one has flaws as there is no rigid formula to win. Through our content, we are going to tell our viewers to follow their heart. Also, it is more to do with how we will behave as a brand in the future, where we’ll try our best to challenge status quo and try our best to change the game in the category.”
He further said that in the coming days, the channel would have a fairly robust content line-up. “With the growth we have seen in the last six months, we are working towards making Star Gold a favourite platform for movie viewing,” Jhaveri divulged, adding, that from the current five-movies-a-day, Star Gold would air six movies in a day and would keep evolving in terms of content of the channel.
Meanwhile, on reducing advertising duration, Jhaveri explained, “An advertiser’s main aim is to get its product to the viewer, and if we as a broadcaster don’t take the viewer as a fool then there shouldn’t be any problem. It’s a broadcaster’s responsibility to enhance the experience of the viewer. The biggest complaint viewers had from the Hindi movie channels is that of the long breaks and we have tried various experiments to help our viewers. Some of them have worked and some haven’t. Reduced ad breaks increases viewers because in the long run, if a viewer knows it’s a short break he/ she might not switch to another channel.”
It may be recalled that in 2009, Star Gold had ventured into creating specific genre-based slots for the first time. For instance, there was a special slot for movies in the ‘Fantasy’ genre.
Few years back, the channel had started airing English movies and South Indian movies dubbed in Hindi. Jhaveri said that while the response for English movies had been okay, South Indian movies dubbed in Hindi had performed better. “If viewers make a choice of watching certain programming, we will try our best to get that,” he stated.
As action and comedy tend to work better, the focus of the channel will remain on these genres. Star Gold is also intensifying its focus on innovative marketing. Jhaveri said, “We will use our network to promote our popular properties. Recently, trailers in cinemas have worked well in terms of promotion.”
The channel is also focusing on leveraging digital domain through social medium platforms. Besides, banner advertisements are being put on various popular websites. For ‘Singham’, Star Gold has adopted rigorous and widespread marketing and promotional activities, including cross channel TV promotion, outdoor and print besides trade communication.
For ‘Singham’ and ‘Bodyguard’ movies, Star Gold has tied up with Reliance Entertainment. The premiere of Ajay Devgn-starter ‘Singham’ is on September 10 at 9 pm. “We would continue our focus on blockbusters at large. There are a few festivals, to, that we will announce soon,” Jhaveri further divulged.