STAR Plus has always placed importance on events and the role they play in boosting channel share and allowing the channel a platform to showcase other properties to new eyeballs.
It is event time for STAR Plus again and the channel is gearing to give its film awards function, Hero Honda STAR Screen Awards, a big push. Eight other sponsors have been roped for the event, which is scheduled to air on January 15, 2006.
Much has been planned around the Screen Awards in terms of both content and marketing. Puneet Johar, Senior VP, Marketing, STAR India, said, “Events have always been important for us and Hero Honda STAR Screen Awards is quite high on the list. In terms of content, we have planned two weeks of ancillary programming, where the best of the awards of the earlier years will be shown. We will make substantial noise around the event as well, as is the case with all STAR events.”
Replying to what the expectations were from the event this year, given that last year all film awards had seen a dip in ratings, Johar said, “The dip was not so significant and not even across the board. The IIFA had seen an increase last year vis-à-vis their earlier years. We are very confident of the content and the promotions this year, and we are expecting good numbers from the show this year as well.”
The channel will be also using the Laughter Champions in the awards this year in a special segment. Speaking generically on the events on the channel, Johar said, “Whether it is Parivaar, IIFA, Dandiya Dhoom or ITA, we have had some of the best properties to talk about in terms of ratings. As a matter of fact, apart from ratings, events are big for two other reasons – revenue and image. Since they are blockbuster events and have high visibility on air and off air, they bring in new audience to the channel every time. They are placed on slots, which typically aren’t high on ratings and deliver in such slots – in essence giving value to advertisers, who then are ready to put high commitments – in all events. It really is a win-win situation.”