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STAR Gold reaches an all-time high with 221 GRPs

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | September 16, 2011
With an 8.7 TVR (Tam, c&s4+HSM), Singham garners the highest score in the Hindi movie channel space, and when compared to the Hindi GEC pie, it's the highest scorer after 3 Idiots (10.88 TVR on Sony) and Dabangg (9.2 TVR on Colors).

STAR Gold's intention to ensure aggregation of audiences for the premiere of the Hindi feature film Singham seemed to have achieved success.

The movie, premiered on September 10, has helped STAR Gold jump by as much as 70 points over the previous week to cross the 200 GRP mark.

While STAR Gold scored 221 GRPs for the week (151 GRPs in Week 36), the Ajay Devgan-starrer Singham clocked a TVR of 8.7. The movie went on to garner the highest score in the Hindi movie channel space, and when compared to the Hindi GEC pie, it's the highest scorer after 3 Idiots (10.88 TVR on Sony) and Dabangg (9.2 TVR on Colors).

Therefore, with the telecast, STAR Gold's relative share has also increased by an approximate 34 per cent over the previous week -- 27.88 per cent, to 37.21 per cent.

The premiere of Singham on STAR Gold was also viewed by an approximate 124 million viewers tuned in, with an average time spent of 106 minutes.

The success of Singham is a combination of two elements, say media planners. One is the relevance of the title, and the second, the huge marketing push that the movie got from the channel. A pumped-up distribution also helped the channel garner such viewership.

"Singham is a mass movie and a blockbuster that is still up and running at multiplexes. The movie has done phenomenally well with audiences at the theatres. And therefore, the option to watch the movie free of cost even when its alive at the multiplexes, attracted more people to the channel," says P M Balakrishna, chief operating officer, Allied Media.

As part of the marketing strategy to build on Bajirao Singham's brave and fearless attitude, STAR Gold adopted rigorous and widespread promotional activities including cross channel TV promotion, outdoor, print and trade communications.

Larger than life images of Ajay Devgan were seen displayed at strategic locations across Mumbai, Delhi and select territories of UP.

And now, in a bid to maintain the top spot, STAR India will continue to bring TV premieres of the latest Bollywood blockbusters, and will adopt an aggressive strategy in purchasing the "latest, biggest and best Bollywood movies". Its upcoming lineup includes Ra One, Houseful 2, Zindagi Na Milegi Dobara, and Rockstar, among others.

"The 'Singham' telecast is the first of the many blockbusters to be screened on STAR Gold in the future, besides which Zindagi Na Milegi Dobara, Ra-One, and Houseful 2 will also be aired. Given the extraordinarily high viewership these screenings will generate, advertisers can directly, and most effectively, reach TV homes with their messaging, and reap rich dividends," says Hemal Jhaveri, senior vice-president, STAR Gold.

For the record, Singham has garnered the highest ratings when compared to the movie screenings on Hindi movie channels. Singham is followed by 3 idiots (6 TVR, second airing on MAX) and Robot (4.1 TVR on MAX).

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