Paheli, a winner for Star Gold
Televisionpoint.com Correspondent
Paheli, the Rs 15 crore film, bombed at the box office, was also dismissed at the Oscars, but despite these commercial disappointments it certainly made it big on the small screen. The Shah Rukh Khan-Rani Mukherjee starrer that premiered on January 29 on Star Gold garnered a television rating points (TVR) of 2.6. Whereas, Waqt, which was premiered on January 6 garnered a TVR of 1.5, thereby indicating that Paheli was a top rated movie premiere on television in the start of this year.
Paheli reached out to 6.9 million viewers, clocking a channel share of 58 per cent followed by Zee Cinema with 25 per cent and Max at 17 per cent. In the last six months, Star Gold has seen six premieres namely Swades, Hulchul, Viruddh, Khullam Khula Pyar Karenge, Black and Paheli. All of these films have made it to the list of top 10 movie premieres in the Hindi movie genre on television with the top three aired on Star Gold. Apart from this, Star Gold has been uniquely successful in attracting the upscale audiences from SEC A with Swades and Paheli delivering whopping 4.5 and 3.8 TVR's, respectively, in this segment of viewers. Dhoom and Lucky on Max had an upscale viewership of 2.5 and 2.1, respectively.
Puneet Johar, senior vicepresident Marketing & Communication, Star Gold says, "Ever since the revamp in July 2005, we have consistently kept up the promise of getting our viewers closer to Bollywood. Premieres of fresh titles, backed by promotional blitz have delivered rich rewards for us. We have had advertisers such as Hutch, GM, Nestle and Bajaj Alliance advertising on Paheli. With the Pure Gold Triple Premiere of the blockbuster Maine Pyar Kyun Kiya coming up this month, we are confident that Star Gold will continue the winning trend."
A point to be noted is that the premieres of big films such as Swades (3 TVR) and Paheli, which were considered commercial disappointments on their theatrical release rated much higher than movies such as Waqt and Lucky (1.6 TVR on premiere), which were considerable box office successes. Even more interestingly, Hum Tum the smash theatrical hit, rated lower (2.5 TVR) on its premiere on SET.
Nevertheless, Hindi movies as a genre are gaining ground on Indian television. Media analysts opine that the appetite for Hindi movies has grown tremendously and that has led to this genre growing at a rate of approximately 15 per cent year on year for the last two years. Reason enough for Sahara One to launch its Hindi movie channel 'Filmy' recently. The appetite and potential of this genre is also now leading channels and producers to come together even before the films are released. A fine example of this is Subhash Ghai's Mukta Arts, which has entered into a Rs 17 crore deal with Sony television for the satellite rights for five new films between 2006 and 2007.
Paheli, the Rs 15 crore film, bombed at the box office, was also dismissed at the Oscars, but despite these commercial disappointments it certainly made it big on the small screen. The Shah Rukh Khan-Rani Mukherjee starrer that premiered on January 29 on Star Gold garnered a television rating points (TVR) of 2.6. Whereas, Waqt, which was premiered on January 6 garnered a TVR of 1.5, thereby indicating that Paheli was a top rated movie premiere on television in the start of this year.
Paheli reached out to 6.9 million viewers, clocking a channel share of 58 per cent followed by Zee Cinema with 25 per cent and Max at 17 per cent. In the last six months, Star Gold has seen six premieres namely Swades, Hulchul, Viruddh, Khullam Khula Pyar Karenge, Black and Paheli. All of these films have made it to the list of top 10 movie premieres in the Hindi movie genre on television with the top three aired on Star Gold. Apart from this, Star Gold has been uniquely successful in attracting the upscale audiences from SEC A with Swades and Paheli delivering whopping 4.5 and 3.8 TVR's, respectively, in this segment of viewers. Dhoom and Lucky on Max had an upscale viewership of 2.5 and 2.1, respectively.
Puneet Johar, senior vicepresident Marketing & Communication, Star Gold says, "Ever since the revamp in July 2005, we have consistently kept up the promise of getting our viewers closer to Bollywood. Premieres of fresh titles, backed by promotional blitz have delivered rich rewards for us. We have had advertisers such as Hutch, GM, Nestle and Bajaj Alliance advertising on Paheli. With the Pure Gold Triple Premiere of the blockbuster Maine Pyar Kyun Kiya coming up this month, we are confident that Star Gold will continue the winning trend."
A point to be noted is that the premieres of big films such as Swades (3 TVR) and Paheli, which were considered commercial disappointments on their theatrical release rated much higher than movies such as Waqt and Lucky (1.6 TVR on premiere), which were considerable box office successes. Even more interestingly, Hum Tum the smash theatrical hit, rated lower (2.5 TVR) on its premiere on SET.
Nevertheless, Hindi movies as a genre are gaining ground on Indian television. Media analysts opine that the appetite for Hindi movies has grown tremendously and that has led to this genre growing at a rate of approximately 15 per cent year on year for the last two years. Reason enough for Sahara One to launch its Hindi movie channel 'Filmy' recently. The appetite and potential of this genre is also now leading channels and producers to come together even before the films are released. A fine example of this is Subhash Ghai's Mukta Arts, which has entered into a Rs 17 crore deal with Sony television for the satellite rights for five new films between 2006 and 2007.
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