It's getting high on High definition (HD). We are referring to the Star network's Hindi movie channel Star Gold which has strategically, started premiering movies first on Star Gold HD, then following up with a first airing on its standard definition (SD) service.
It's all in the line of giving its viewers a value add. Explains Star Gold executive VP Hemal Jhaveri: "We are categorically looking at premiering certain content that we have acquired only on Star Gold HD. It's a very clear vision we have for keeping the FPCs for both the HD and SD feeds very different from one another. If a viewer is going to pay premium prices he deserves something extra, so we figured why not premiere movies, may be a week or even a month in advance, than our SD feeds. We are clearly focused on strengthening our HD portfolio and it does attract and appeal to premium audiences. "

Amongst the first films to get this treatment was the Saif Ali Khan starrer Bullett Raja which had its HD premiere on 21 February followed by the SD premier a day later. Youth centric flick Yaariyan which is to have its SD first run on 21 March at 8 pm premiered on Star Gold HD on 16 March.
And Jhaveri is quite buoyed by the viewer feedback that Yaariyan has generated.

Says he: "We have always focused on offering a mix of varied movie genres to our audiences, with entertaining content. Being a youth centric film, Yaariyan has connected very well with the younger generation and with the music being very popular among the audience we are positive of receiving a good response for the premiere."


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