Goldmines Telefilms’ Hindi movie channel Dhinchaak leads overall & rural market

The network recently appointed Siddharth Chopra to head Revenue

e4m by exchange4media Staff
Published: Oct 9, 2020 3:23 PM  | 3 min read

Goldmines Telefilms’ Hindi movie channel Dhinchaak has broken through the ranks, and is now the number one Hindi movie channel in both Hindi Speaking Market (HSM) Overall (U+R) and rural market.

The channel is also the number one ranked channel in the FTA space. Never before has a channel launched in such a popular, mass space, and brought about such a massive shift in ranks in such a short period.

“Dhinchaak’s growth has shaken up a busy Hindi movie channel category. Within three months of its launch, the channel has risen through the ranks to be the top ranked channel, and that too in a busy category with 30 + channels. Stellar growth of this magnitude has never been witnessed before. Dhinchaak was launched on May 20, 2020. It ranked as Number 5 channel with 48 GRPs in its first reported data in Week 31, and grew steadily over the months and weeks, to reach a 73 GRP mark in the week ending October 1. It is now the Number 1 ranked channel across HSM 2+ Overall, HSM 15+ Overall , HSM Rural and also the HSM FTA category. Dhinchaak has been consistent, being the Number 1 ranked channel, for the last four weeks in HSM 2+ Overall and the HSM FTA Category," said Founder Manish Shah.

"Five out of the top 10 movies in Week 38 and 39, in HSM 2+, and 9 out of the Top 10 movies in HSM Rural in Week 37, are from Dhinchaak. Goldmines already has a powerful digital presence, with 15 channels and 42 mn subscribers for the main Goldmines Channel on YouTube, and an ever growing digital revenue model,” Shah said.

Goldmines Telefilms Pvt. Ltd. is promoted and founded by Manish Shah. It has been one of the largest vendors to Sony, Viacom and Star. It has a library of 2000 + blockbuster titles. These include time-tested chartbusters like Sarrainodu, DJ, Kanchana, Kanchana 2, Theri, Bhairava, Betting Raja etc. and also upcoming World Television Premieres. All titles in the library will be exclusively with Goldmines Telefilms in the immediate future.

The growth and success of the channel is attributed to the solid content and distribution strategy the channel has undertaken. “We understand Indian audiences, what they watch and how they watch. The content of the channel is tailor-made to suit the palette of the critical mass of Indian audiences. That, paired with a robust distribution strategy, has fasttracked our rise to the top of the Hindi movies category,” Shah said.

Meanwhile, founder Manish Shah has appointed Siddharth Chopra to head Revenue for the network. Chopra comes from the Times Network, where he was VP & National Sales Head of the English Entertainment Cluster.

Dhinchaak is already available across leading cable and DTH platforms.

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