Response for Bajrangi Bhaijaan in 4k was overwhelming: Hemal Jhaveri

Star Gold, the channel showcasing Salman Khan’s blockbuster Bajrangi Bhaijaan recently launched Star Gold 4K service for the film. It was premiered on this platform in a simulcast along with HD & SD on 11th October 2015 at 12.30pm. The initiative made Bajrangi Bhaijaan the first Hindi movie to be premiered in 4k.

The Star Gold 4K service, especially delivered for the film premiere, was available for two days (10th & 11th October) on Tata Sky, Videocon and Airtel.  As a build up to the 4K premiere, the channel showcased specially created promos and short format content videos in the same service. The content was delivered in the same way as Video On Demand content is housed by the respective DTH operators.

Hemal Jhaveri, General Manager and Exec. Vice President, Hindi Movies Business, Star India says, "Good content always gives good ratings. For the first time we have done augmented marketing, we had come up with app, selfie with Salman Khan, 360 degree view of TV, radio. The response for Bajrangi Bhaijaan in 4k was overwhelming. We have an output deal for Salman's movies. In coming time we have Drishyam, Hero and Prem Ratan Dhan Payo. I think definitely content plays an important role for ratings but irrespective of that, focus on viewers experience is more crucial. We were the first one to introduce one minute break and shorter windows for premiere."

On being asked whether premiere movies attract premiums, He adds, "Since it is a premiere movie, ads are always sold at premium. Everyone does that. We have not invested in content since last year. But yes, Drishyam, Bajrangi Bhaijaan and Prem Ratan Dhan Payo. have been great investments".