'Main Hoon Na' perks up Star Plus' share to 20.3 %

MUMBAI: There is no beating the biggest blockbuster movie of the year on the small screen. Main Hoon Na, which aired on Star Plus on 18 December, raked up a record TVR of 10.76 across all Hindi speaking markets C&S 4+ according to TAM data.

The film also made it to the highest rated movie on television for the year across Hindi speaking markets.

Looking at specific markets, the film scored a 14.33 TVR in Delhi, 9.9 TVR in Mumbai and 6.31 TVR in Kolkata. But the highest rating came from Gujarat (in the 0.1 to one million population) where the film garnered a whopping 19.13 TVR.

The movie also managed to take Plus' channel share from 20 to 20.03 per cent for Week 51.

According to Star India's senior vice president marketing and communication Ajay Vidyasagar, the reasons for the film's successes are many. "It is the biggest film of the year. That in itself brings in a certain threshold of audience. Secondly, we promoted the film three weeks before it aired. We also focussed on the film by driving a lot of PR stating that the number one movie of the year was on the number one channel of Indian Television."

The promotional buzz also added to this whole eye-ball jackpot. In the heartland market, Shahrukh Khan sweaters were created to trademark the movie as well as a Star Plus contest was run asking the audience the number of times SRK said Main Hoon Na in the movie.

Another strategic move was tie-ups with over 2000 cable operators to promote the contest as well as the property. Says Vidyasagar, "Any product has to be activated well. Just having a big movie cannot be the only premise for the film and advertising fraternity to bank on. It is only when you combine a big flick with a big platform does one see such an outcome."

Star, according to industry sources, acquired exclusive telecast rights for Main Hoon Na for Rs 60-70 million. However, company officials declined to comment on the acquisition cost.

Star Plus has sporadically premiered blockbuster movies that have worked well for the channel.

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