pitch presentation - star gold 22nd dec 2014

Communication Roadmap for Star Gold

Think Ink Communications

presents

Environment Scan

• India’s M&E industry reaches millions of people. 161 million TV households, 94,067 newspapers (12,511 dailies), close to 2000 multiplexes, 214 million internet users out of which 130 million are mobile internet users

• Of all these platforms, the television segment dominates the entertainment industry, accounting for 45 per cent of the market share in terms of revenues, which is expected to grow further to 50 per cent by 2018

• While Hindi Movie Genre stands at 17 % share of TV viewership and Star Gold and Movies OK have close to 30% share (Star Gold 18% + MOK 12%)

Environment Scan

• The Hindi movie channel is over crowded 14 channels & increasing fragmentation due to digitisation

• No clear leader in the genre and channels peak during big-ticket tent poles or premieres

• Due to similar content across channels and repetition of movies there is no loyalty towards any channel

• While the genre reaches out to as many audiences as the Hindi GECs, loyalty is an issue

• Men in the 15 to 34 age bracket at the largest consumers of this genre

Environment Scan

• While the channels do have positioning routes such as KaroDil Ki (Star Gold), Deewana Bana De (Max), Movies Masti Magic (Zee Cinema), these have not translated into content; the genre is being driven by supply of movies made in the market

• Both the channels from the Star bouquet, share a common library of movies

About the brand

• Gold was launched in 2000 & a major revamp was done in 2011. Revamp was done with the philosophy of ‘Karo Dil Ki’ (do what your heart desires), which echoed the mind-set of youth

• Only destination for all Ajay Devgn and Salman Khan movies

• Consistently in the top 3 in the genre

• Strong markets for Gold as Mumbai, Delhi, Gujarat, Maharashtra and Uttar Pradesh

• Most liked channel on FB in the genre

Our Understanding

• STAR Gold has acquired the telecast rights of 18 movies for 11 years with a clause of unlimited runs across the network

• Of 18, four movies are a part of an older deal with Salman Khan and Ajay Devgn, respectively , which gives it the satellite rights for the movies released till 2017

• The other movies are Bombay Velvet (Ranbir Kapoor and Anushka Sharma), Bang Bang (Hrithik Roshan and Katrina Kaif), Roy (Ranbir Kapoor, Jacqueline Fernandez and Arjun Rampal) amongst others

• Star Group has 3 movie channels, Star Gold, Star Gold HD & Movies OK which enjoy higher share as compared to other channels of the group

• Hemal Jhaveri, Executive Vice President, Star Gold is the spokesperson of the brand

• The channel aims to be the leading Hindi movie channel in the industry

Competition

Sony Max Zee Cinema & Pictures

UTV Action

Filmy B4U Movies

UTV Movies

Local channels GECs which also air recent movies

Media Audit

A MEDIA AUDIT has been conducted keeping in mind the following objectives:

To understand top line media awareness levels

To get a sense of the reputation indicators

Get a feel of opportunities & challenges

Communication strategy based on current media perception

Methodology- Questionnaire method

Spread- Delhi and Mumbai

Sample Size - 25

Reality Check

Inferences from the media dipstick:

• Sony Max is perceived to have the best movie library

• Zee Cinema & Set Max are major competition to the Channel

• Almost negligible media awareness about the spokesperson

• Media doesn’t receive regular flow of information on the channel

• The channel does not highlight its reserve of good Hindi films

SWOT

Credibility & Legacy of the Star Brand

Strong recall

Excellent Movie Deals

Low awareness about the spokesperson

Inadequate information flow on the channel

No clear leader in the space

Scope of constant experimentation

Rising viewers/Movie watching segment

Reach the masses

Increasing competition

Shifting brand preferences

Well-established competitors

Easy access to content online

SWOT

Communication objectives

To position Star Gold as the clear undisputed leader in the Hindi movie channel space

Create loyalty amongst existing viewer base & attract new eyeballs

Sustain a continuous excitement and euphoria about the channel

Families

Advertisers

Youth / Students

Governing bodies

Media

Housewives

Target audience

Approach

Educate and engage multiple stakeholders through an interesting and sustained outreach

BRAND BLOCKBUSTER MOVIE

Brand Ideas

Establishing leadership

• Star(s) Zameen Par – Target high foot fall areas in key centres to create a Star Gold Photo Booth

– The photo booth to have large size cut outs of Star Gold Films of the month/quarter along wit tune-in times

– Objective is to give viewers a chance to click instant pictures with their most favourite artists

– The instant picture print out to have Star Gold branding and autographs by the celeb they have clicked the picture with

– Star Gold spokesperson to unveil the photobooth in front of the media and audience

– This will create high level of buzz and excitement and become a key talk point in the city


• Star Gold (on ground) Movie Festival – To establish thought leadership in the space, create a annual property that showcases some of

the best (old and recent) commercial films in association

– Eminent people from the industry to be invited especially during the showcase of their films

– A renowned panel to created that will discuss topical pressing issues in the film industry

– The festival to evolve to be a forum of group discussions, movie premiers and movie previews. The one stop shop for anything to do with mainstream cinema


• Bring out the STAR in you! – To increase consumer interaction on a large scale, announce a national short-film making

contest

– Invite entries across India from aspiring film makers.

– Star Gold to fix the criteria (genre of the film, budget etc)

– The shortlisted entrees to be screened by an eminent panel

– The best entry to be aired on Star Gold

– This annual event will go a long way in creating a lasting impact on the hearts and minds of people across the country


• Star Gold Mela – To increase loyalty among the viewer base in P1 markets (Tier II and Tier III cities), create a day

long mela

– The mela to hold screenings of the choicest films from the Star Gold bouquet

– Each stall at the event to have one Star Gold movie theme e.g. Bang Bang stall where film merchadize, collectibles and even food to be themed around the film

– An address by the Star Gold spokesperson at the commencement/culmination to put forward the brand promise

– The activity will create a strong pre and post buzz and will ensure a direct connect with the target audience


• Star Gold Coffee Table Book – Create a brand coffee table book which gives out some of the best anecdotes and images from

the films of the Star Gold bouquet

– A keepsake for life, the book will help build a strong brand recall and establish leadership in the space

– A eminent film personality to launch the book making it a media opportunity as well


• Star Gold Installations or Video Mappings – Create a disruptive and high-impact activity to mark the 15th Anniversary for Star Gold

– Capture millions of eye balls and imagination

– Promote extensively on the company’s social media platforms

– Samples:

https://www.youtube.com/watch?v=jDHfa03XzaM

Establishing leadership …..Vanilla will continue

In order to sustain continuous visibility about the brand, it is important to interact with the target media on a regular basis. This will also help in being consistently present in media /news

• Interviews/ Bridge building meetings with the spokesperson/higher management – Relationship meetings with select media - for bridging gaps and to meet the management

• One on one interactions with the spokesperson/ higher management on: – Brand Positioning

– Pioneering concepts/Content

– New deals/announcements

• Contributory articles – Identify placements & share by-line articles or opinion editorials on the current

topics of the broadcast industry. The idea here is to build the intellectual asset

of the group through this initiative


• Profiling of spokespersons (Corporate & Personal) – Identify the personal and corporate profiling columns for the top management

• Speaker opportunities – Identify relevant industry forums with matching target audience and placing the company’s

spokesperson in seminars and conclaves

• Press Conferences/Press Meets – Organizing press briefings in new areas/regions where brand is expanding, Important

announcements etc.

• Industry Stories – Constant look out for industry specific stories- example, stories on entertainment

sector, TRP’s, emergence of new channels etc.


• Issuing regular Press releases on: – New premiers

– New shows/content

– Marketing Tie-ups

– Appointments/Movements

– Film Festivals

– Milestones

– Expansion Plans

– Awards

Movie Ideas

Action Jackson TV premiere

• Action Jackson Biker Brigade – Create city wise contests calling for entries of men who have done something extraordinary to

protect their family

– Shortlisted entries to go on a bike rally in their respective cities wearing Ajay Devgn masks

– The activity is bound to create a tremendous pre-buzz on the movie


• Leveraging network strength • Movie Screening

– Star Plus to hold a special Action Jackson screening for all the artists of the channel

– Create interesting photo-opp like where all the actors can pose against life size poster of Ajay Devgn & Sonakshi Sinha

– Invite media to cover the red carpet before the screening

• Paying their tribute

– Invite select media to various sets of Star Plus shows where the lead artists can perform the song (Tumse Milna Ka) or enact their favourite scenes the movies dressed like the film stars

– Leverage the same to electronic, print and online media

– Opportunity to create videos/photo banks for social media platforms

Both these opportunities will enable high penetration to key TV news shows

and print media


• ‘Qu Dose’ – Organize a flash mob of the film’s most famous songs led by duplicates for the lead artists, with

the message (Asli maza on Star Gold) in key markets at high footfall areas like a Mall

– Leverage the same to the city press who are bound to show a lot of interest for an activity of this nature

• ‘Just Beat It’ – To create recall for the name ‘Action Jackson’, do a mall activation called ‘Just Beat It’ where

we create a large Hammer Game for people to come and challenge Ajay Devgn’s high score.

– The winners to be felicitated with Star Gold merchandize


• Strengthening relations • Trade Nights

– Hold a special screening for the for the trade fraternity. Invite key media personnel along with their family to watch the film

– The activity not only helps good will but also give an opportunity for a regular in-person interaction with the channel spokesperson

• Movie premiere tickets to media

– Send movie premiere tickets at the time of launch with a special message saying, ‘One Time is never enough - catch the movie again only on Star Gold’

Thank You

pitch presentation - star gold 22nd dec 2014

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