Star Movies was the most chosen one, among the English entertainment channels on the New Year Eve. Even during the festive week, from December 26, 2004 to January 1, 2005, Star Movies dominated in the competition doubling up the channel share.
The TAM data shows that on December 31, 2004, Star Movie’s premier of ‘Die Another Day’ got a channel share of 70 per cent in CS 4+ All India, while HBO got a 17 per cent, Zee MGM got two per cent, Star World and AXN got five per cent each and Hallmark Channel had a mere one per cent share.
In the festive week, as per TAM data covering CS AB 4+ across five metros in prime time between 9 pm and 2 am, Star Movies clinched a channel share of 46 per cent, HBO had 22 per cent, AXN had 21 per cent while Zee MGM had 11 per cent.
New Year Eve is a cluttered space with all the channels lining up their special goodies. Yet, Star Movies has managed to garner an impressive viewership figure. Ajay Vidyasagar, Senior Vice President Marketing, Star Network, said, “The two key reasons for this are that ‘Die Another Day’ is not just another movie, being a James Bond movie with Halle Berry in the star cast, it’s a unique product. And secondly, there was some clever planning by the programming team. We aired the movie back-to-back twice and managed to get double the viewing.”