Neha Saraiya | Delhi | September 14, 2011
Creating a landmark in Indian television, STAR Gold has marched ahead of all close competitors with an unprecedented 221 GRPs in week 37, making it the highest rating bagged, for a movie channel in the last three 3 years (excluding ratings from cricket telecast IPL and others).
A well executed channel refresh, a disruptive logo unveil which was simulcast across Star India's network channels via a unique network roadblock and an extensively watched World Television Premier of Singham, have been the key propellers of this performance.
In addition to this remarkable achievement, the premier of Singham on STAR Gold resulted in 8.7 TVR with over 124 million* viewers tuned in on September 10 at 9 pm and an average time spent of 106 minutes (CS 4+, HSM markets), while only 20 mn people have watched the movie in theatres so far, making SINGHAM one of the biggest and most successful premieres on TV.
Sanjay Gupta, COO, Star India said: "Over the last two years we have invested in the best content to build the strongest movie portfolio and focused on creating unbeatable consumer choices and experience. We have set an unrivaled industry benchmark by running six movies a day."
He added: "The world TV premiere of Singham reached out to 124 million* viewers, which is more than 6 times the number of people who saw it in theaters and it is the highest rated movie on TV in 2011 to date, making STAR Gold, the highest and most impactful platforms in the movie business."
STAR Gold's brand new look and philosophy-‘Karo Dil Ki’ along with its riveting new brand logo captures the essence, attitude and aspiration of the Indian viewer’s new ethos, 'Karo Dil Ki'. The channels renewed promise is to constantly challenge the status quo, stay hungry and give its viewers the best and the biggest blockbuster in the privacy of their homes and the intimacy of their family and friends.
Commenting on the landmark performance, Hemal Jhaveri, GM Star Gold said: “The overall refresh strategy delivered good results. The intention was to ensure aggregation of audiences for the premiere of Singham and a live packaging reveal for the viewers. A key segment of Singham was used to reveal the on-air look of the channel through a unique experiential initiative for the viewers. We are extremely overwhelmed that the viewers have devoured Singham and have continued to patronize the channel post the refresh.”
After the resounding success of Singham, STAR India will continue to bring TV premieres of latest Bollywood blockbusters and will adopt an aggressive strategy in purchasing the latest, biggest and best Bollywood movies and the upcoming lineup includes Ra One, Houseful 2, Zindagi Na Milegi Dobara, Rockstar among others.
*Extrapolated at an All India U+R using IRS
Such an opening is said to be a boon for Hindi movie channels genre that are plagued by low ad rates.