Star Gold’s content strategy to grow market share

MUMBAI: Hindi movie channel Star Gold has has lined-up big-bang premieres as part of its growth strategy for the second half of 2018 and early 2019.

The channel’s upcoming film slate comprises of Ranbir Kapoor-starrer ‘Sanju’, Ajay Devgn’s ‘Total Dhamaal’, Hrithik Roshan-starrer ‘Super 30’, Rajnikanth’s ‘Kaala’, Dharma Production’s ‘Kalank’, Pen India’s Yamla Pagla Deewana: Phir Se, and Kabir Khan’s ’83’, which is based on 1983 World Cup won by Team India.

The channel is hungry for more content and is open to acquiring any good movie that comes at a right price.

“Star Gold will continue to focus on Bollywood blockbusters. The lineup of the year is looking extremely promising as Sanju being the movie of the year, and for it coming on Star Gold is really big. We are also keeping an eye out for more content and acquire new content,” Star India EVP and GM Hindi movie business Hemal Jhaveri told

The channel is currently gearing up for the big Diwali fest which will feature premieres of films such as Sanju, Yamla Pagla Deewana Phir se and Stree. Jhaveri commented that the immediate thing that they are working on is to design a great communication campaign for Sanju.

Recently, Star Gold had also carried out an industry first move by premiering a new movie everyday in June. The month-long premiere marathon ‘Har Raat Ek Naya Premiere’ featured 30 new films which were aired every night at 8 pm.

Speaking about the property, Jhaveri stated, “Har din Naya Premiere was something that was done for the first time ever on television and it did well, the numbers are good. We have some learning from their as well on how to do it better next time.”

When it comes to acquiring film titles, Star Gold has inked exclusive deals with several film studios. The broadcaster has signed deals with Hrithik Roshan and Ajay Devgn, who also produce films. While Fox Star Studios is part of the same group, the broadcaster also has media rights deals with Rohit Shetty Films and Feroz Nadiadwala.

“We have a deal with Ajay Devgn and Hrithik Roshan, we also have long standing relationship with Nadiadwala, Fox Star Studios and most of Rohit Shetty movies are with us. From a lineup point of view, it is a very robust content of Bollywood. These are the people we have on board but in reality we work with everybody like with Dharma who is a partner with Fox Star so we got Kalank which came from Dharma output. Honestly we are greedy for good content if you have good content we will hunt,” he said.

The Hindi movie genre, has grown to 4733 million GVTs in 2018 compared to 4163 million GVTs in 2017, as per BARC India, weekly average, 2+, HSM U+R).

The channel claimed that it has delivered the highest rated premieres including Bajrangi Bhaijaan (17.7 million), Prem Ratan Dhan Payo (17.3 million), Judwaa 2 (10.9 million) and Golmaal Again (12.1 million) in the last four years.

Jhaveri noted that the channel has a consistent strategy of always maintaining a bank of top Bollywood titles every year which has worked for it. “We have never strayed away from Bollywood. We are no longer a snacking category. Both premieres and repeat airings get consistently high ratings,” he averred.

He also said that Star Gold is focussed on offering good content irrespective of the language. That said, the channel gets 70% of its viewership from Bollywood content.

“When we say South or North Content we inevitably become content racist. I don’t think viewers make any demarcation when he wants to be entertained. It is our responsibility to curate and communicate the best content and ensure that we continue to curate the best content. I actually don’t like the thought of South content, North content and English content. If it is a good content then the whole world watches it,” he said.

Star India has four Hindi movie channels Star Gold, Star Gold Select, Star Utsav Movies and Movies OK. Each channel is distinctly positioned to avoid cannibalisation.

“Our library is segregated based on the movie channel’s DNA. Like Star Gold is home for Blockbusters, Movies OK got stories of the world, Star Utsav is an FTA offering, Star Gold Select emphasises on experience and curation. The movies showcase here are different, something which are not seen on different channels but these are various classifications which we have created in our head. At the end the viewer’s sees what he want any ways,” Jhaveri stated.

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