Television

Star Gold frames high-voltage plan to take on rivals

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MUMBAI: Showing aggresive intent, Star India's Hindi movie channel Star Gold has an eventful August-September planned out. Taking off on the Nimbu mar ke campaign of 2002, this will be yet another high-decibel marketing blitzkrieg that the channel proposes to unleash.



Preceding the campaign will be the launch of its single-ad-break movies and the television premiere of a slew of hard-hitting Hollywood flicks dubbed in Hindi.



According to Star India senior V-P content and communications Deepak Segal, outdoor media and on air promotions will be used in a big way for the promotional campaign, apart from cross promotions.



"The channel took some time to come out of the black & white image. Now it is giving Max and Zee Cinema a run for their money. We have been in the second or third spot and for few weeks we even stood number one," pointed out Segal.



The channel has picked the month of August to set the stage for an aggressive programming offensive. The channel is launching its single-ad-break movie segment Ek Baje Ek Break on 2 August with the movie Refugee in the 1:00 pm slot on weekdays.



Star Gold will also premiere dubbed in Hindi versions of Hollywood hits Gladiator, Jaws, The Rock and Kiss of the Dragon in August.



When queried on the channel opting for weekdays and the mid-day slot for its single break movies, Segal said they had a strong viewership for that slot.



"The advertising traffic on holidays is very hectic. For Ek Baje Ek Break,, the break would be after the first half of the movie. The whole idea is to give the viewer a feeling of watching the movie in a theatre," Segal added.

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