Television

Match fixing a distant memory as viewers tune in to cricket

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The cricket scam seems to have be relegated to the history books as India's passion for the game has resurfaced and how. Over 18.8 million viewers tuned in to Star Sports to watch the first India Vs South Africa one-day match held at Johannesburg on 5 October, according to figures released by ESPN Star Sports.

The India Vs South Africa match was the top rated programme of the day, and all other popular general entertainment soaps and programmes had to take a back seat this time, a company release says.

According to market research agency ORG MARG's Intam data, the TVRs reached 15 for all male adults 15+ ABC all India (24 markets) during the prime television viewing time between 9 pm and 10 pm, while TVRs for all female adults was close to 12. The cumulative reach of Star Sports channel was as high as 30 per cent during a single day for the duration of the match.

Managing director of ESPN Software India, Manu Sawhney, says: "The phenomenal ratings for India-South Africa cricket at prime time television prove that live cricket featuring India offers the sponsors the best value and an opportunity to reach the millions of satellite television homes across the country. Cricket is a religion in India and the passion for the game cricket cuts across all audience demographics."

Coca-Cola is the presenting sponsor of the series while Samsung, BPL, Madura Garments, LG, Bajaj Auto, Asian Paints and Indian Rayon are the associate sponsors with over 50 brands being advertised on the series. The series has also received a tremendous support from advertisers with feature programmes such as Contests, Spectacular Catches, Cricket Ratings, Action Replays, Super 6's, Master blaster.

Will the "saas bahu" sagas be sent for a six this Diwali? Well that would be something, wouldn't it?

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