Star Gold launches 'Gold Premiere'

MUMBAI: It's been a very good year for Star Gold, so far. Or so they claim. The Hollywood dubbed movies feat aside, the movie channel is looking at firming up its line up with new innovations like the Pepsi Gold Sabse Favourite Kaun, and the latest one Gold Premiere.

Having charted a good course for itself this year as well, the movie channel says it is ready to train its guns against the big guns. Channel shares, according to Tam data, have grown over 54 per cent this year.

Besides the new programming initiative, the next big dubbed movie to premier on the channel will be the Russell Crowe blockbuster Gladiator.

Source: TAM, Channel Shares, C&S 4+, Wk 21-24 of 2003 & 2004, Hindi Speaking Markets (as applicable for the period Wk21-24/03)

Gold Premiere is a tie-up with movie makers to enable viewers to watch a full 15 minutes of the film, prior to its release in theatres. According to Star India senior VP content and communications Deepak Segal, "The attempt is to come up with a curtain raiser that is bigger than a trailer or a preview of the film."

Starting this week on Thursday, 8 July at 8 pm, the first movie to be shown is the Salman Khan starrer Garv. Star Gold has tied up with the film as its official TV partner for promotions on the channel.

Besides enabling the viewers to watch 15 minutes of the film one day before it is released in theatres, the half hour weekly will also have Shilpa Shetty and Arbaaz Khan - Salman's co-stars in the film - anchoring the show and offering some information about the film, without revealing the climax of course.

In a bid to popularise the band, the channel has organised a contest too. The winners will win tickets for the star-studded Sunday premiere by sending an SMS to 7827. While the contest is will be on air from 1 to 7 July, Star Gold will also present Proud 2B Salman - a Salman Khan Film Festival from 5 to 9 July everyday at 4:30 pm. The films that will be screened during this festival are Hello Brother on 5 July, Dulhan Hum Le Jayenge on 6 July, Pyaar Kiya To Darna Kya on 7 July, Biwi No. 1 on 8 July and Auzaar on 9 July.

The next movie titles for the Gold Premier are Rajiv Rai's Asambhav and Tarzan - The Wonder Car.

Source: TAM, Base: C&S 4+, Week 1/2003 to Wk 24/2004 Channel Shares, Hindi Speaking Markets

With the addition of the new programming initiatives, the channel hopes to build on the success of its earlier launches like the Sunday afternoon countdown show Startoons, Maya and award show PSGSFK. "We received about 450,000 entries for the contest around PGSFK. It became as popular because I think we offered something different to the audience that has been satiated with the usual award shows," offered a company spokesperson.

Whether the line up can combat the powerful competition is a matter for speculation. But the channel sure has come a long way from it's struggling for a recall status days.