Star Gold chalks out aggressive content plan

Star Gold chalks out aggressive content plan

MUMBAI: In a bid to attract more audience and increase its share among the Hindi movie channels, Star Gold has chalked out a new aggressive content plan that will come into effect starting 1 January.

The first move of the channel is to increase the total number of movies that it airs everyday from four movies at present to five movies.

Says Star Gold business head Hemal Jhaveri, "This is one of the several initiatives that we have planned for the new-year. By this, we hope to increase our viewership."

In addition to this, the channel which was airing breakfree movie at 5.30 pm band on Sundays will now follow the pattern everyday. The existing one-break slot Ek Break Express is been extended from Sundays to all days of the week.

This is for the first time that a channel is going for such disruptive scheduling, and Jhaveri is confident that it will work well for Star Gold.

Jhaveri avers, "Through our consumer insights we observed that typically the television film viewing experience tends to get affected when interspersed with frequent advertisements."

Also, as part of a differentiated programming strategy, Star gold will shift its prime time from 8 to 9 pm with Blockbusters @ 9. "We feel that by shifting our prime time, we can attract a larger viewership. With this, we would be able be able to come up in our ranking slot that has been dwindling between No 2 and No 3," Jhaveri quips.

Star Gold will premiere recent release like Action Replayy and Anjana Anjani, which Star India has acquired recently.

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