Movies

Paheli becomes the top rated premiere of 2006 on Hindi movie channels

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Mumbai, ? Star Gold has begun the year with a Bang. Paheli which premiered on the channel on 29th January, has become the Highest Rated Premiere of 2006, with a TVR of 2.6 (CS4+, HSM). What?s more, this makes it the third biggest premiere in the last six months, right behind Swades (TVR of 3 on premiere) and Hulchul (TVR of 2.7 on premiere), which were also on Star Gold. During the airing of Paheli, Star Gold reached out to 6.9 million viewers and had a commanding channel share of 58% in the category, dwarfing, Zee Cinema with 25% and Max at 17%

With Paheli, it has been proved once again movies get bigger on Star Gold. Swades and Paheli which were considered commercial disappointments on their theatrical release rated much higher than movies like Waqt (TVR of 1.5 on premiere) and Lucky (1.6 TVR on premiere) which were considerable box office successes. Even more interestingly, Hum Tum the smash theatrical hit, rated lower (2.5) on its premiere on SET than Swades, Hulchul & Paheli did on their premiere on Star Gold.

In the last six months, Star Gold has clearly walked away with the laurels. Six Star Gold premieres: Swades, Hulchul, Viruddh, Khullam Khula Pyar Karenge, Black and Paheli, made it to the list of top ten movie premieres in the Hindi movie genre with the top three going to Star Gold. Not only this, Star Gold has been uniquely successful in attracting the cream of the audiences with 6 of the top 10 movies among SEC A viewers being aired on Star Gold ? with Swades and Paheli delivering whopping 4.5 and 3.8 TVR?s respectively in this SEC. And if that were not enough, Star Gold also delivered the most top rated premieres in the last one year with eight out of top fifteen premieres in the Hindi Movie Genre airing on the channel.

Ever since the revamp in July 2005, the channel has consistently kept its promise to the viewers of getting them closer to Bollywood than anyone else. Not just the premieres of the big movies but properties like Jabardast Janamdin and Uncut Premiere have got viewers up close and personal with the world of Hindi movies. Not to mention the annual Sabsey Favourite Kaun, the nation?s only barometer to recognize the absolute popularity of stars; and exclusive tie-ups with the most acclaimed hits, from Black at the start of the year, to Bluffmaster at the end, and many more in between

Said, Puneet Johar, Sr. Vice President Marketing & Communication, ? The ratings for Paheli prove once again that movies get bigger on Star Gold. Premieres of fresh titles, backed by promotional blitz have delivered rich rewards for us, and for the brands on Star Gold. With the Pure Gold Triple Premiere of the blockbuster Maine Pyar Kyun Kiya coming up this month, we are confident that Star Gold will continue the winning trend?

And with Schwarzkopf Palette Sabsey Favourite Kaun to hit the airwaves soon, there is no doubt that Star Gold will continue to delight audiences throughout the year in 2006

ABOUT STAR

STAR is a leading media and entertainment company in Asia. STAR broadcasts over 50 television services in nine languages to more than 300 million viewers across 53 Asian countries. STAR channels cover all genres including general entertainment (Star Plus, Xing Kong, Star Chinese Channel, Star One, Star Utsav, Star World, Vijay, Phoenix Chinese), sports (ESPN, Star Sports), movies (Star Chinese Movies, Star Gold, Star Movies), music (Channel [V]), and news and current affairs (Star News, Star Ananda, Phoenix InfoNews Channel). STAR controls over 20,000 hours of Indian and Chinese programming and also owns the world's largest contemporary Chinese film library, with more than 600 titles, featuring superstars including Jackie Chan, Chow Yun Fat and Bruce Lee. In partnership with leading companies in Asia, STAR businesses extend to filmed entertainment, television production, cable systems, direct-to-home services, terrestrial TV broadcasting, wireless and digital services. STAR is a wholly owned subsidiary of News Corporation. www.startv.com

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