Television

Cricket delivers ratings for MAX

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/06/25/Set%20max.jpg?itok=JVVgTVUj

MUMBAI: On the ball. That's what the ratings have been for Sony Entertainment's MAX channel as far as the ongoing ICC Champions Trophy tournament in Sri Lanka are concerned. And it is not just cricket where India has been playing that has packed in the numbers for MAX. Cricket related programming (branded Extraa Innings) as well as non-India matches have delivered the goods.

The ratings for the first three matches played (12 to 14 September) which are all that are in at the moment, have thrown up results that are quite heartening for the MAX team. The live telecast of the India-Zimbabwe match on Saturday, 14 September, gave a healthy 6.88 TVR for all C&S homes and was 10 on the Top 100 list. And it is not just in the C&S universe that MAX has stumped the opposition. AC Nielsen's Television Audience Measurement (TAM) data for all TV homes gave MAX an average TVR of 4.08. National broadcaster Doordarshan, which has the terrestrial telecast rights for all matches involving India, was behind with 3.95 TVRs. That must especially have satisfied SET ad sales head Rohit Gupta, who had a hard time of it with LG India, one of the ICC global partners and the only one not to sign on with SET India. LG had conveyed to Sony that it was willing to pay in the region of $3000 for a 30-second spot, which was unacceptable to Gupta. LG had then announced that it would be focussing its spends on DD which offered it a better cost benefit because of its reach.

Sticking with ratings though, even the Sri Lanka-Pakistan match, which was the tournament lung opener, registered a healthy blip on the Top 100, but on the flip side the MAX credo to extend viewer interest beyond India matches appears to have had mixed success. While the Lanka-Pakistan match had a good following, the South Africa-West Indies match on Friday the 13th failed to enter the Top 100 despite being a real humdinger of a match that went down to the wire.

Altogether, live action from the cricket field and cricket-related programmes have bagged 12 positions in the Top 100 for MAX.

Drawing some comparisons, an official release says overall viewership has shown a 32 per cent jump for the channel when compared to the recently concluded NatWest Series of 10 One Day International (ODI) Matches in England that was exclusively telecast on ESPN Star Sports. Across India, MAX reached out to an estimated 29 million individuals, compared to NatWest Series' 22 million viewers, the release says.

The release, which has sourced its data for 4years+ individuals in C&S households, from the 15 main markets, quotes Jain as saying: "It is not just the live telecast, but also Extraaa Innings on MAX which has set records for viewership." Ratings for the India v/s Zimbabwe match touched a high of 6.88, while the non-India matches hit a new high of 2.3. The average for all ODIs telecast in the last one year in India on other channels had non-India matches' ratings between 0.6 and 1.2, while ratings for India matches averaged between 4 and 5.

Jain says there has been a 44 per cent growth in female viewership of Cricket on MAX. "As many as 13 million female viewers watched the first three matches on MAX. This is a huge increase in female viewership when compared to the NatWest Series, which brought a total of 9 million female viewers across ten matches. I would say that the biggest achievement has been in terms of female viewership." Observed Jain, "A rating average of 1.6 in non-India matches and 4.8 for an India match has been unheard of."

"Male Viewership too has grown in a big way," said Jain, adding, "It increased by as much as 23 per cent to a total of 16 million male viewers on MAX from the overall male viewership that the 10 matches of the NatWest Series achieved, which was around 13 million male viewers." "In Calcutta, ratings touched a high of 14 during the India-Zimbabwe match, Jain says.

Extraaa Innings initiative works for MAX:
The critics and the purists may have cringed at the airhead routine of ex Channel [V] veejay Ruby Bhatia and her cohorts on Extraaa Innings, the segments meant added on to the match play to increase the entertainment value of the whole show, but viewers have been kinder. Extraaa Innings pegged a high of 2.8 during the India-Zimbabwe match.

Ad sales head Rohit Gupta had this to say: "Cricket is not sold on ratings alone. We have expanded the viewership base, which is what we had started out to do in the first place. The ratings only prove that we have been successful in our endeavour, which will help to bring newer advertisers to come onto cricket, because it makes a lot more sense to advertise on cricket."

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/bb.jpg?itok=zY4XZsFs
Prepare for three months of fireworks as COLORS SUPER premieres Bigg Boss Kannada – Season 6

Television viewing has never been the same, since the introduction of reality programming kingpin

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/kaal.jpg?itok=UqtRUxIk
Star Bharat brings Kaal Bhairav Rahasya 2 with a new mystery

India has had age old history associated with myths legends folklore and one of the biggest myth has been that of the curses.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/cnbc.jpg?itok=EokyIsrZ
Industry Honchos Uday Kotak, Rajnish Kumar and Kalpana Morparia come together to identify the winners of IBLA 2019

CNBC-TV18’s most-awaited marquee property, The India Business Leaders Awards will be conducting a jury meet along with an informative and insightful panel discussion on Today at Trident BKC, Mumbai, 2:30 pm.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/news.jpg?itok=DMl2reiu
News18 India Unveils Two New Shows- “Ye Desh Hai Humara” and “Akhada”

Ahead of the upcoming assembly elections in 5 states including MP & Rajasthan and general elections next year

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/allu.jpg?itok=B2FEfPB4
Zee Telugu Announces World Television Premiere of Allu Arjun starrer Naa Peru Surya

Filling this weekend with patriotism, action and drama, Zee Telugu is here with a world television premiere movie of a young man discovering himself while finding the right balance between serving his country and overcoming the hurdles thrown at him due to the power struggles in place.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/10/btvi.jpg?itok=VtXL2F1Y
BTVI endeavors to increase financial literacy across India through Money Mantra

Business Television India (BTVI), India’s Premier English Business News Channel, introduces a multicity initiative - Money Mantra which is an effort to expand the financial awareness and literacy by bringing together, personal financial experts and mutual fund experts close to the common man and...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/tv.jpg?itok=_ddlDW6X
Rural markets drive Hindi GEC FTA channels

Hindi GECs or general entertainment channels draw some of the largest eyeballs across India. “My aim is to get that extra tear from the housewife’s eyes during primetime. I want to keep her riveted to my programmes, to my channel,” the head of a cluster of channels in South India once said.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/ajay.jpg?itok=yWbCSo3N
Sony Marathi banks on fiction to be market leader

Regional is the hot new space for broadcasters and they have taken big bets on vernacular languages to garner higher ratings. Sony Pictures Network India (SPNI), which already has its presence in the Bengali space, saw the potential in Marathi market and made a move to launch its channel on 19...

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/zeemedia.jpg?itok=4gQKyVW9
Zee Media gets permission for 4 regional news channels

After a long tenure of being strict in awarding channel licenses, the Ministry of Information and Broadcasting (MIB) has finally become lenient. In the month of September, eight new channels received licenses while none saw their licenses cancelled as on 30 September 2018.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories