hree years ago, it was started as a channel for showcasing classic Hindi movies. Today, STAR Gold, in fast forward mode, is showing movie premieres and even special programmes on unreleased movies. Ajay Vidyasagar, senior vice-president, marketing and communication, STAR India, calls this a �natural evolution�. According to him, as the category grows, a channel too must grow. "We have a library of old movies, which is a luxury, but the number of new movies too has grown dramatically," he explains.

In 2002, the channel shifted focus from the eighties� movies to those from the nineties. Later that year, it re-positioned itself to don a more contemporary look, which would help it compete with ZEE Cinema and Sony�s MAX. It began catering to the entertainment needs of the entire family and not just to the niche segment of classic movie lovers. It also started banking heavily on dubbed movies.... more