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Star's triple premiere strategy pays off

March 17, 2006 19:11 IST
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It's raining numbers Star. A few weeks ago the premiere of Paheli on Star Gold became the top rated premiere of 2006 on all Hindi movie channels.

This time the triple premiere Maine Pyaar Kyun Kiya takes centrestage -- reaching out to 17.6 million people. And it takes a place among the very best as the  top rated premiere on a Hindi movie channel in the last six months.

The essence of the triple premiere strategy is to bring the multiplex to the viewers and enable them to enjoy great entertainment at a time of their convenience. And it has worked like a charm for the network. It's airing on Star Gold took it to the No.1 position among all premieres on Hindi movie channels in the last six months with a TVR of 2.9.

What's remarkable is that this was within touching distance of the TVR the same day airing on Star Plus achieved (3.2). Needless to say, it was the highest rated movie airing on any Hindi entertainment channel for the week. And when it aired on Star One, it achieved the incredible feat of reaching out to at least 5 million viewers every time it aired, that too on the same day. In all Maine Pyar Kyun Kiya reached out to an incredible 17.6 million people through the Triple Premiere on February 26.

While Maine Pyaar Kyun Kiya on Star Gold delivered a TVR of 2.9 on its premiere, on the same day, the premiere of Mangal Pandey- The Rising only delivered a TVR of 1.88 on Sony Entertainment Television. The premiere of Ek Ajnabee on Zee Cinema could only deliver a 1.04 TVR, again on the same day.

With Maine Pyaar Kyun Kiya, Star Gold, in the last seven months, Star Gold has showcased once again the strength of the platform. Since the revamp and unveiling of the big premiere strategy of Star Gold in July 2005, Star Gold has aired all four of the top four premieres on Hindi movie channels (Swades, Maine Pyaar Kyun Kiya,  Hulchul, Paheli)  and nine of the top 15: Maine Pyaar Kyun Kiya, Swades, Hulchul, Viruddh, Khullam Khula Pyar Karenge, Black, Vaada, Paheli and Kya Kool Hain Hum.

Says Puneet Johar, senior vice president marketing & communication: "The ratings for Maine Pyaar Kyun Kiya prove 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 more exciting initiatives lined up in the next few months, we are confident that Star Gold will continue the winning trend. And with Schwarzkopf Palette Sabsey Favourite Kaun on-ground voting currently engaging Bollywood fans all across 14 states and 45 towns, there is no doubt that Star Gold will continue to delight movie buffs."

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