With the success of Star Gold in the UK, senior management have taken a strategic decision to premiere all its latest Bollywood blockbuster acquisitions on Star Gold before airing it on Star۪s flagship general entertainment channel Star Plus.
The schedule change is something similar ZEE Cinema has been doing for numerous years by airing film premieres on ZEE Cinema, followed by a telecast on ZEE TV at a later date. In the Multi Screen Media network, Sony Entertainment Television Asia is the first to screen premieres, with sister-station MAX showing the same titles later.
According to official data released by UK audience measurement body, Broadcasters Audience Research Board (BARB), Star Gold’s blockbuster premieres have proved a huge success with viewers.
Subtitled in English, these premieres on Star Gold include Rajneeti۪ (Nov 2010), I Hate Luv Stories۪ (Dec 2010), Khichdi۪ (Jan 2011), Anjaana Anjaani۪ (Feb 2011), Action Repplay۪ (Mar 2011), Toonpura Ka Superhero۪ (April 2011), Dil To Bacha Hai Ji۪ (May 2011) amongst others.
Additionally, Star will also be premiering Dulha Mil Gaya۪ this June, the much anticipated blockbuster Dum Maro Dum۪ in July and the new Fox Star release Stanley Ka Dabba۪ in August.
Some of the recent acquisitions also include ‘Kabhi Khushi Kabhi Gham’, ‘Ramayan -The Epic’, ‘Daayen Ya Baayen’, ‘Do Dooni Chaar’, ‘Phaas Gaye Obama’, ‘Always Kabhi Kabhi’, ‘Rockstar’, ‘Singam’, ‘Bodyguard’, and the Shah Rukh Khan Mega release – ‘Ra.One’.
According to official data, Star Gold is the most watched Hindi movie channel in the UK. However, rivals ZEE Cinema, B4U Movies and MAX are currently not BARB measured.