Academy Awards are Star Movies' March blockbuster

The verdict is out.

The hopes and hype surrounding the Indian entry to the 74th Academy Awards ensured Star Movies a viewership for the live event unprecedented in earlier years. The channel, which has been telecasting the event for five years, says this has been the best yet.

Not surprising. Ratings from the audience measurement agencies, just in, show that Indian viewers rose early and bright on 25 March to catch the excitement that began at 6:30 am. According to INTAM figures, Kolkata led the country's metros with a viewership of 4.39 (TG 4+, C&S). Bangalore followed with TVRs of 2.18. Mumbai, the seat of Bollywood, however, ran a distant third with TVRs of 1.77. 

Weekday and office hour obstacles notwithstanding, the event, preceded by a nearly month long on air and ground promotional activity, managed to bring in the moolah for Star Movies. Star had mass promoted the hitherto niche programme, using Lagaan as a peg to build the Star Movies brand.

The ploy worked. All 30 minutes of ad time on the three and half hour live broadcast of the ceremony were sold out. Besides, four of the nine main sponsors of the live show were mass marketers like Pepsi, Parle, Asian Paints and Bajaj. Other channels like HBO and BBC World ran Hollywood specials as a run-up to the event; the benefits of which were cashed in upon by Star.

Other cities have not fared badly either. Chennai with TVRs of 1.35 and Delhi with TVRs of 1.12 helped shore up the ratings. One million plus towns in Gujarat, Maharashtra and Karnataka too scored ratings above 1, a fair figure for such niche events, say analysts. 

Figures put out by the other rating agency, AC Nielsen's TAM ratings, are not as effusive though. Kolkata leads with TVRs of 2.8 (TG C&S 4+) and Mumbai follows with TVRs of 1.14. According to TAM, Oscar viewership was better among the C&S 15-44 AB category, Kolkata leading with 3.91, and Mumbai following with 2.2. While the overall TVRs for the six metros hover around 1.81, most other cities have not been able to cross the magic TVR figure of 1.

Lagaan - the element that sparked Indian interest in the Oscars

In the US, though, the picture's not so bright. The Oscars drew a 25.4 Nielsen Media Research rating on Sunday, the lowest-rated Academy Awards telecast ever, with just 41.8 million viewers, say reports. Last years show had the previous low record. 

Lagaan has just reversed the trend in India. Will it hold in the coming years?

Latest Reads
TLC firmly establishes itself as a clear leader in lifestyle genre with 24% upswing in ratings

TLC, leading lifestyle channel from Discovery Communications India, soared to the top of Lifestyle genre with a 24% increase in ratings according to the latest BARC data*. TLC secured 8640 impressions ‘000 in week 11 as compared to 6972 impressions ‘000 in Week 10. The upsurge in ratings is...

Television TV Channels Factual & Documentary
Balaji Telefilms appoints Jyoti Deshpande as non-executive additional director

Balaji Telefilms has appointed Jyoti Deshpande as the non-executive additional director. The appointment, which was approved following a circular resolution by its board on 22 March, is in compliance with share subscription agreement entered into between Balaji and Reliance Industries Ltd (RIL) on...

Television TV Channels People
Aaj Tak relaunches 'Seedhi Baat'

MUMBAI: TV Today Network has relaunched its big-ticket Hindi show Seedhi Baat. The show will be hosted by Sweta Singh, news anchor and executive editor of special programming at Aaj Tak. The first episode of the show, which  will air at 8 pm on 24 March, will feature BJP president Amit Shah as the...

Television TV Channels News Broadcasting
Dsport tops BARC ratings with Nidahas Trophy viewership

MUMBAI: Dsport, which launched last year in February, became the top ranked sports channel according to Broadcast Audience Research Council (BARC) all-India data in week 11. Rishtey Cineplex attracted a big chunk of the Hindi-speaking audience while competing with pubcaster DD Sports.

Television TV Channels Sports
Zee TV’s ‘Ishq Subhan Allah’ year’s second highest weekday fiction launch across GECs

Zee TV recently put the spotlight on Triple Talaaq with its new fiction show Ishq Subhan Allah introducing viewers to the turbulent love story of Zara (Eisha Singh) and Kabeer (Adnan Khan) – an Islamic couple dealing with the issue first-hand. Raising pertinent questions about women having a say...

Television TV Channels GECs
&Privé HD’s Unforgettables at 9 property celebrates movies that have left an indelible mark

There are some movies that become a part of your life and you can’t help but watch them over and over again. There are some characters that reveal a hidden element of yourself that results in an instant connection. &Privé HD’s property ‘Unforgettables at 9’ brings such classics every Monday to...

Television TV Channels English Entertainment
Living Foodz raises a Toast to India’s finest restaurants, night

India’s premium lifestyle channel, Living Foodz organized the second edition of Epicurean Guild Awards at an evening which saluted the game changers in India’s fine-dining, nightlife and lifestyle entertainment space. Held on March 22 at Sahara Star, Mumbai, the event was curated by Chef Manu...

Television TV Channels English Entertainment
Zee Anmol regains top Hindi GEC spot across genres

BENGALURU: Zee Entertainment Enterprises Ltd’s (Zeel) free-to-air (FTA) Hindi GEC Zee Anmol has returned to second place in Broadcast Audience Research Council (BARC) list of top 10 channels across genre in week 11 of 2018 (Saturday, 10 March 2018 to Friday, 16 March 2018). The numero uno position...

Television TV Channels Viewership
Emerald Media buys minority stake in Global Sports Commerce

MUMBAI: Emerald Media, the Pan-Asia company backed by global investment firm KKR, has acquired a significant minority stake in sports technology and management company Global Sports Commerce (GSC) through a combination of primary and secondary investments.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories