Jalsha Movies sets new TRP record in first week of launch

Biggest channel launch in West Bengal clocks 154 GRPs

BestMediaInfo Bureau | Delhi | December 28, 2012

Jalsha Movies, the newest and biggest home to Bengali movies, has become the most popular destination for lovers of Bengali films in its very first week. Jalsha Movies was launched on December 16 with the World Television Premier of mega hit, superstar Jeet starrer, 'Awara', which recorded a whopping 5.3 TVR.

The channel's launch was the biggest ever in West Bengal since 2008, clocking a record 154 GRPs on its opening day, said a company statement. This is higher than the combined ratings of ETV Bangla (80 GRP) and Zee Bangla Cinema (65 GRP).

Jalsha Movies has also helped Star India strengthen its foothold in Bengal. The network now has a firm hold on both No. 1 and No. 3 slots in the Bengali television market with Star Jalsha and Jalsha Movies.

Kevin Vaz

Kevin Vaz, President and General Manager - Star Jalsha, and President - Ad Sales, Star India, said, “Jalsha Movies is now the preferred destination for the best of Bengali movie entertainment. The channel is already setting new benchmarks and is redefining the pleasure of watching movies for our audiences within a week of its launch. This is a stepping stone for us and we hope to further live up to the expectations by offering a never before entertainment experience to our viewers.”

With a vast collection of all the big Bengali blockbusters, Jalsha Movies is proving to be a haven for Bengali movie lovers. The channel boasts of the biggest library of most loved Bengali superhit films and aims to delight viewers by bringing Bengal's biggest cinema hall right into their homes.

“Besides the content, we had a robust marketing campaign along with aggressive distribution on all platforms including cable and DTH. Jalsha Movies was the first channel to launch on three DTH platforms – Tata Sky, Airtel and Videocon d2h,” added Vaz.

To sustain these numbers, Jalsha Movies has an aggressive line-up of content that includes the premiere of blockbuster movies every month. With support from Star Jalsha, Star India's No. 1 GEC in West Bengal, the channel will continue with aggressive promotions and marketing activities.

On the response from advertisers, Vaz said, “We have got fantastic response from advertisers from day 1. While ITC remains our channel partner, we have got support from all brands ranging from consumer durables to telecom brands.”

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