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He made references to the earlier releases that MAX had sent out
to the media on the conclusion of the Championship Trophy to prove
his point, saying that more analysis was being done by his team
to give the real picture.
The earlier MAX release in October had stated that the average
rating of India matches on DD was 1.4, compared to MAX's 8.6.
The average rating of the lone non-India match on DD was 1, compared
to MAX's 4.4 for the semi final involving Sri Lanka and Australia,
it had claimed.
Jain also claimed that the extremely successful performance of MAX
during the Champion's Trophy had vindicated the ratings that had
propelled MAX to the top of the channel viewership heap in the week
ended 28 September 2002.
He added that the statistics pertaining to the finals of the Champions
Trophy had broken several myths.
The release had then said that MAX had made inroads in all TV homes,
where Doordarshan usually has the numbers. The match shown on DD
garnered a TRP of 9.52 on 29 September while the next day's play
got the pubcaster a TRP of 8.75. MAX, on the other hand, managed
a TRP of 8.42 in all TV homes for play on 29 September and a TRP
of 7.56 for play the following day.
TAM analysis made at that time also showed that MAX had matched
the pubcaster's TVRs of 6.5 in SEC ABC 4+ (all India) related to
the simulcast of the five matches.
The release had also added that the exciting India-England tie
on 22 September helped MAX rank number one in the ratings stake
with a TRP of 11.83, while Kyunkii..., the reigning number
one, stayed stable at number two with a TRP of 10.2. Kahaani...,
the next favourite, followed a close third with a TRP of 10.19.
MAX, in fact, had bagged four of the top ten spots in the all-India
C&S 4+ category surveyed by TAM, a feat unachieved by the channel
till then. The India-England match also figured at number five,
while the India-South Africa match bagged the eighth and tenth spot,
the release had added then.
Interestingly, the channel's programming around cricket, Extraaa
Innings, was at the 17th and 18th spot, proving that while a
section of the media had trashed Ruby Bhatia and the "masala"
that the channel had drawn up, the viewers were quite willing to
lap it all up.
Master Blaster, Bajaj Boxer, Total Knockout and Super
Fours, were the other cricket-based shows that registered their
presence in the Top 100.
In all, the channel had managed to corner 13 of the top 100 spots
for shows in cable and satellite households in the country. MAX also
managed entry into all TV households in the country, with the India-England
match debuting at number 18. Seven of MAX's shows featured in the
Top 100 of the all-TV households category.
The channel had also mentioned that MAX's cumulative reach had ballooned
to 90 million C&S household individuals during the tournament
then.
MAX officials affirm that if the Champions Trophy is seen as a trial
run for the World Cup in March 2003 and if the Indian team performs
as well as it did then, the channel is likely do well once again.
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