It may be the biggest Bollywood comedy film to release last year but unfortunately ‘Golmaal Again’ has unable to repeat the same success on television in the UK.
In early viewing figures for Sunday 28th January, ‘Golmaal Again’, which premiered on Star Gold UK at 21:00 proved a dud in ratings. Whilst the numbers are taken lightly as consolidated figures released a week later include recorded and timeshift viewing, ‘Golmaal Again’ ratings have surprised many. Its average audience between 21:00 – 00:00 stood at just 5,500 viewers – peaking at 11,000 viewers. It was one of the least watched movies on UK Asian television on Sunday.
Why ‘Golmaal Again’ may not have worked?
– The family comedy may have been too late for younger viewers to tune in at 21:00
– Afternoon premieres tend to perform better on Star TV UK
– Competition at 21:00 from other channels – Even though other channels underperformed also except Hum TV
– Marketing for ‘Golmaal Again’ premiere was kept to a minimum except for cross-channel promotions
Movies that impressed in viewership on Sunday were ‘Gadar Ek Prem Katha’ at 18:00 on B4U Movies with 24,700 viewers, ‘Sholay’ at 15:00 on Star Plus with 22,200 viewers, ‘Lage Raho Munnabhai’ at 16:45 on Sony MAX with 21,100 viewers, ‘Coolie’ at 12:30 on &TV with 16,400 viewers, ‘Kabhi Alvida Na Kenha’ at 17:15 on Star Gold with 13,100 viewers and ‘Ra.One’ at 15:00 on ZEE Cinema with 10,000 viewers.