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An
HBO movie made it to the top 100 programmes in the
week ended 13 January 2002, setting a record of sorts
for the channel.
Mummy, the Hollywood blockbuster of 2000,
entered both ORG Marg's Intam list and AC Nielsen's
TAM data with Intam ranking it 28th with a TVR of
2.6. TAM on the other hand, gave it a higher rating
of 2.88 but placed it at number 62 on its chart. The
reason for the difference is that TAM data records
a show's TVRs according to the number of times it
is on air during the week, while Intam registers one
show on any given time slot only once, however many
times it may appear. The data collected was for all
C&S homes in all 24 panels.
Mummy, aired on 12 January, was touted as
the channel's first big movie of the year and was
surrounded by a lot of on and off air promotional
activity. The ratings by themselves are impressive.
Crouching Tiger, Hidden Dragon that premiered
on AXN in December 2001 earned a rating of 1.2 among
Indian cable AB viewers in the top five metros, making
it the top programme on international channels between
1 and 29 December, according to AXN Asia MD Todd Miller.
Mummy thus stands head and shoulders above
the other English channels.
Nevertheless, Mummy was not able to break Titanic's
record score of 8.2 (TAM data for nine main cities
4+) when the movie premiered on Star Movies on 31
December 1999.
The Mummy seems to have succeeded where the
Band of Brothers failed, for HBO. The 10 part
miniseries BoB was pushed aggressively across media
but failed to strike a chord with viewers, and rise
on the ratings scale. Mummy has turned out
a much sounder investment for the channel.
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