MAX cricket hits soaps for a sixer

MUMBAI: SET MAX, the channel that paid through its nose for the rights to ICC cricket rights, has been finally vindicated with the ratings helping it to top the heap in the week ended 28 September.

While the ratings for the final that was finally washed out in play that stretched over two days are yet to come in, the energetic India-England tie on 22 September too 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 has bagged four of the top ten spots in the all-India C&S 4+ category surveyed by TAM, a feat unachieved by the channel thus far. The India-England match also figures at number five, while the India-South Africa match bag the eighth and tenth spot.

Interestingly, the channel's programming around cricket, Extraaa Innings, also comes in at the 17th and 18th spot, proving that while a section of the media trashed the airhead routines and "masala" provided by Ruby Bhatia and co., 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 has managed 13 of the top 100 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 feature in the Top 100 of the all-TV households category.

Data provided by the channel, meanwhile, says the cumulative reach of Max reached 90 million C&S household individuals. Placing it in the context of what the recently concluded NatWest series (telecast on ESPN Star Sports) which achieved a cumulative reach of 33 million gives a growth of 170 per cent.

Female Viewership grows by over 3 times: Female viewership touched a high of 34 million as against 13 million pegged by the NatWest Series -- a growth of 162% over the NatWest reach, the channel further asserts.

MAX claims lead over DD: 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, the channel claims.

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