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Will try to do every movie premiere in 4K: Star Gold’s Hemal Jhaveri

MUMBAI: After premiering ‘Bajrangi
Bhaijaan’, Star India’s Hindi movie
channel Star Gold is aiming to do every
movie premiere in 4K. The channel is,
however, still evaluating this
“Going forward, we will attempt to do
every movie premiere in 4K. Our
attempt is to push technology
boundary as much as possible;
however, we are still evaluating
this,” Star India EVP and GM Hindi
movie business Hemal Jhaveri told
‘Bajrangi Bhaijaan’ was premiered in
4K on three direct-to-home (DTH)
platforms—Videocon d2h, Tata Sky
and Airtel Digital TV—through a
special Star Gold 4K service.
“The response from consumers was
great. It was a new technology so the
user base was small,” Jhaveri replied
when asked about the response to the
4K premiere.
Jhaveri is extremely elated about the
ratings the ‘Bajrangi Bhaijaan’
premiere garnered on Star Gold. The
movie premiere saw 74.5 million people
across the country tuning in. “The
rating for this movie surprisingly was
pan-India,” he noted.
As per the channel, it garnered 25
million TVTs in the Hindi-speaking
markets (CS 4+ urban and rural).
Besides, it also took Star Gold to the
No. 1 position in Week 41 of BARC
“We timed the ‘Bajrangi Bhaijan’
premiere around Dussehra and
Navratri because it was holiday
season and the mood was festive, a
good time to programme movies,”
Jhaveri said regarding the timing of
the premiere.
Following the premiere on Star Gold,
‘Bajrangi Bhaijaan’ will now go
through the GEC run either on Star
Plus or Life OK, depending on the
strategy, after which it will come
back on Star Gold.
The channel is also gearing up for the
premiere of Ajay Devgn-starrer
‘Drishyam’ and Salman Khan-starrer
‘Hero’ during Diwali. “We need to roll
out all assets at the same time,”
Jhaveri stated.
With respect to movie acquisitions,
Jhaveri said that the channel has been
selective in acquiring movies. The
channel has not been aggressively
vying for satellite rights as it has a
steady flow of content from its
existing deals with Salman Khan and
Ajay Devgn. It also has access to the
Hindi movie library from Fox Star
“We have been low on acquisitions,
which is still evident. It’s not
necessary that we keep on buying
movies. As long as we are buying good
content, it’s fine. We don’t mind
paying premium for content if it’s
good” Jhaveri said. He also said that
the channel has enough movies in its
He also affirmed that good content
and ratings are important criteria for
acquiring movies. “If it doesn’t give
desired ratings, why will I buy it?” he
While stating that there has been
some degree of rationalisation in the
acquisition price, Jhaveri observed
that the cost of acquisition is only
going to be limiting for the business.
He revealed that the channel is in
talks to acquire a couple of movies,
“We have been selective in buying
movies. When we need them, we will
buy them. We bought ‘2 States’ from
UTV,” he said.
He also revealed that all movie
acquisitions done by the channel in
the last 3–4 years also include digital

Will try to do every movie premiere in 4K: Star Gold’s Hemal Jhaveri

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