The critically acclaimed Bollywood blockbuster aired on SET on
27 October and has come in at exactly Number 10 on the charts behind
perennial toppers Kyunki..., Kahaani... and Kasauti
Zindagi Kay. A point to note though is that with a total air
time of five hours (7 pm to 12 midnight) TAM ratings of 7.6 has
certainly proved a windfall for the channel. The ratings are for
the 4+ TG across all markets for the week from 27 October to 02
According to SET executive V-P Sunil Lulla, Lagaan's 10.24
TVR for the key north, west and east territories makes it the highest
rated film of the last 15 months on any C&S channel in both absolute
and relative terms. Lagaan's is not the highest TVRs the
channel has garnered for a film in the not too recent past though.
That credit goes to the patriotism-laced multi-starrer Border,
which aired on the channel some two years ago. Referring to Border,
Lulla said the market is far more complex today and therefore it
was not possible to compare the performance of the two movies.
On the "Lagaan Maaf Contest", a promotional campaign developed
around the movie, Lulla said over 10,000 entries had been received
till the time of the closing of the competition last Saturday.
In the contest, eleven winners selected through a random draw will
get reimbursed their previous year's income tax up-to-a maximum
of Rs 50,000.
India announces 'Lagaan maaf' contest