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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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