MUMBAI: The triple premiere strategy has worked for Star. Quoting Tam data, Star Gold has claimed that, the Viruddh premiere on 4 December helped it to achieve a channel share of 25.41 per cent against Zee Cinema's 11.38 per cent and Set Max's 3.8 per cent (SEC ABC CS4+)

According to an official release, the Tam ratings threw up some interesting findings. The movie shows a well rounded reach with marginally higher skews among the younger (15-24) audience & among SEC A, even though Viruddh content is geared slightly for older audiences. This proves that the Triple Premiere delivered the younger audiences in good numbers - again a feather in the cap for the Network - underlining its appeal among the younger audiences.

Star India EVP Marketing Ajay Vidyasagar commented, "Only the Star network has the strength to deliver these kind of numbers - as we are the only network with three Hindi strong entertainment channels - Star Plus, Star Gold and Star One. We have once again proved to our advertisers the unparalleled opportunity Star offers, by delivering huge numbers as well as the entire spectrum of viewers - and not just any isolated target group."

Star had unveiled its Triple Premier strategy with the Viruddh premiere. For the first time ever a movie was premiered on three channels (Star Gold, Star plus and Star One) on the same day at different time slots. Audiences, therefore, had three chances to watch the premiere just like the multiple opportunities to catch a movie at a multiplex, the release adds.