'Lagaan' takes Sony into Top 10

MUMBAI: There appear to be only two things that can make any sort of impression on the stranglehold that Star Plus has on the ratings - cricket and movies. For SET India, it was the Aamir Khan film Lagaan that brought some Diwali cheer for the channel with a top 10 ratings placing after a long gap.

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 November.

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.

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