Star Gold to get new look from 3 November

MUMBAI: If there is one factor that is a constant in the broadcast sector it is change. With viewership increasingly getting fragmented if a channel doesn't keep up with the times it runs the risk of losing eyeballs and stagnating. Keeping this in mind the Star Group is all set to revamp its Star Gold channel from 3 November.

After three years of pushing itself as the channel for the Bollywood buff nostalgic for the hits of yesteryear the channel has finally decided that it is time to move on. This is not surprising considering that black and white films are available in a limited quantity and most viewers especially those in the crucial 25-35 age group want films that have a contemporary feel that they can easily identify with. Earlier the channel used to target those over the age of 35.

One of the major attractions viewers can now look forward to is popular Hollywood films shown in the national language. These will air every Saturday from 9 November at 8 pm. They straddle genres from comedy Chocolat, martials arts Fists of Fury and suspense thriller Rich Mans wife. The concept is innovative and should help the channel notch up healthy ratings as Star Gold is the first Hindi channel to zoom in on the concept.

Modern Hindi blockbusters that one can look forward to include Biwi No 1, Raja Hindustani, Raaz, and Ajnabee. The new look also extends to the music programmes, quiz shows which will feature tunes and questions from the 1990's.

The channel is also looking to target different sections of viewers. So a woman's slot will be introduced in the afternoon. There will also be a kids slot once a week.

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