STAR Gold, the movie channel from the STAR Network, which has been growing consistently in its viewership status, is gearing up to enter its next phase of growth.
The channel has assumed a new brand logo that aims to exhibit its fresh and upbeat philosophy, 'Karo Dil Ki' (Do! What your heart says!).
The channel logo and new brand philosophy was launched on the back of its latest blockbuster property 'Singham', which had its world television premiere on September 10, on STAR Gold.
The logo unveil was simulcast across all STAR India's network channels -- Star Plus, STAR One, STAR Utsav STAR World, STAR Movies, Pravah and Jalsha, via a network roadblock.
Additionally, STAR Gold will telecast more movies per day to add fresh viewers on board. Meanwhile, the channel will cut down on its advertising inventories -- from 17 minutes an hour, to a 12-13 minutes average.
With this change, STAR Gold will telecast a six-movie schedule every day instead of five.
As part of the initial programming strategy to build on viewership, the 'Singham' screening will be followed by the screening of other current blockbusters such as Zindagi Na Milegi Dobara and Bodyguard, as well as the yet-to-release Rockstar and Ra One.
"As of now, we have around 400 movies in the library. We are now aggressively investing on content, but will apply a stricter rule in buying them. We will look at acquiring movies that can bring in ratings to the channel for at least five-seven years. Also, classics that have stood the test time will continue to be a part of our library," says Jhaveri.
The network will also look at bringing in content that has the potential for syndication and the possibility of garnering overseas viewership. Small, but good films such as Bheja Fry 2 and Always Kabhi Kabhi will also be part of the library.
Industry players complain that the acquisition price shelled out for movie broadcast rights today are rocketing sky high -- somewhere between an average Rs 6 crore-Rs 40 crore.
And since, typically, the premiere of a movie happens on a GEC, the effective rates are far higher when compared to a movie channel. Therefore, even as STAR Gold intends to add more content to its library, it will move the cautious path.
"While investments will be made heavily, they will be made with a lot of precautions. We will filter content and apply stringent rules to acquire the rights," Jhaveri notes.
For the record, STAR Gold currently commands a channel share of 28.1 per cent. It has grown from 24.8 per cent in Week 30, to 27.5 per cent in Week 34 to this present share (TAM, C&S4+, HSM).