'Koi Mil Gaya' delivers for Max

MUMBAI: It seems that capturing the number one position in the Hindi movies channels space was not enough for Sony Entertainment Television's (SET) movies and special events channel Max.

The icing on the cake for the channel as the year draws to a close is that the Hrithik Roshan starrer Koi Mil Gaya, which was aired on Christmas day (25 December) has delivered TVRs of 5.7 in the C&S all individuals Hindi speaking market according to Tam data.

On the other hand, in the C&S 4+ Hindi speaking market, the movie garnered TVRs of 4.2 thereby reaching out to 22 per cent of the people in the same, according to Tam. The movie captured the 26th position in the Top 100 programmes for week 52 (19 December to 25 December in the Hindi speaking markets.

Koi Mil Gaya on Max touched a rating of as high as 13 in Gujarat (0.1 to 1 million population towns), 7.4 in Maharastra (0.1 to 1 million population towns) and 7.2 in Mumbai.

Speaking on the same to, SET chief operating officer N P Singh says, "Max has been the clear number one Hindi movie channel since the last seven-eight months and we have achieved this through great viewer loyalty. The high ratings for Koi Mil Gaya is the perfect ending for what has been a great year for the channel in all possible ways."

Queried as to whether any other movie had managed to get similar ratings on the channel, Singh says, "It is the big titles that have the ability to deliver for the channel and Kabhi Khushi Kabhie Gham was one such movie that delivered similar ratings as Koi Mil Gaya. In future, it will be our endeavour to bring big titles for our viewers, which will be in tandem with the proposition of our channel - Deewana Bana De."

This sure seems to round up what has been a great year for the channel.

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