Lanka tri-series final rockets Ten Sports to top of ratings


MUMBAI: Wah cricket! Lousy performances by the Indian team in the recent past notwithstanding, cricket is about the only television activity that can dislodge Star Plus' soaps from their permanent perch atop the ratings charts.

For the recently concluded triangular involving India, West Indies and Sri Lanka, broadcaster Ten Sports made big gains on both the ratings (and by extension advertising revenues) and distribution fronts.



The Ratings Scenario: Clearly on Indian television there are only two kinds of shows that can get more ratings than Star Plus's soaps - India cricket and KBC. Tam data for the period 7-13 August 2005 c&s 4+ shows that the final of the Indian Oil Cup tri series between India and Sri Lanka managed to capture the number one spot followed by Star Plus' Kaun Banega Crorepati 2. What is remarkable is that the top spot was for the time period 8:40 pm to 10 pm on 9 August 2005 when it was more or less clear that India was facing defeat.

While the match play got a rating of 12.2, KBC 2 came in second with a rating of 11.1 followed by Kyunki Saas... with 9.6.

It is pertinent to note that normally, when the Indian cricket team is losing, viewers tune out in a rush. What is also striking is the fact that the tri series gets mentioned no less than 31 times in the Top 100 listing. The match between India and West Indies for a place in the final also gets a mention.

Exclusivity makes the difference: One critical factor for these ratings is obviously because Ten had exclusive rights to this event and did not have to share the feed with national broadcaster Doordarshan.

The impact of the exclusive telecast can be seen in that even specials like the pre-match Straight Drive and Wickets Package get a mention. Drinks Break Chat, which was sponsored by Pepsi, got a rating of 8.9. Clearly, viewers are more than a little interested in listening to the views of Sanjay Manjrekar and the rest of Ten Sports' cricket commentary team. It is worth pointing out that this is one of the very few instances in the past year where cricket was the number one show. In 2004 during an India-Pakistan match for the week 24-30 March 2004 Ten Sports had come out on top with a TVR of 12.73 followed by DD with 11.62.



Ten bags Rs 450 million from series - Information available with indicates that Ten Sports would have earned in the region of Rs 450 million through advertising revenues from this event. The title sponsor Indian Oil would have forked out around Rs 120 million as it had the on-ground rights as well. The other sponsors, including Maruti, Pepsi and Hutch, would have shelled out between Rs 25-30 million. Maruti sponsored the man of the series and gave away its recently launched Swift model as the prize.

Starcom's Manish Porwal says that the series, especially the final, certainly did better than expected. "The fact that viewers tuned in to the second part of the final in such a big way is something that was more than what had earlier been anticipated."

During this tournament, Ten Sports introduced Dartfish Technology. This was used to track the movement of the cricket ball to analyse leg before and caught behind decisions. The media fraternity is also happy with the fact that The One Alliance is distributing Ten Sports as it enables their brands to get better reach.

An industry observer says that Ten Sports has scored because of its brand integration efforts around the series. Cricket on the other hand is unpredictable. He points to how the rain affected the third match in the just-concluded Africa-Asia series. At the same time, when cricket delivers, it has the potential to blow ratings off the roof, he stresses.

Tri series takes Ten Sports' declared distribution past the five million mark: Further information available with indicates that joining the One Alliance has been mutually benefical. Before the tournament started, the Abdul Rehman Bukhatir promoted broadcaster had a declared distribution base of around 3.4 million. However, now with the conclusion of the Tri Series the declared distribution stands at around 5.2 million.

A huge push will come next year when India visit Pakistan. The channel expects the number of declared subscribers to cross 7 million. However, it goes without saying that this will depend on whether it will be able to avoid having to share the feed with DD. In terms of the increase in declarations the North, East, West and South have contributed in that order.

Latest Reads
TV is story-teller's new novel; audience is Bharat, not India: Star's Banerjee

MUMBAI: Since five to six years, television has become the talking point. Th series such as 'Breaking Bad' to Transparent to Narcos to 'Game of Thrones' to 24, and now POW (Prisoners of Wars) has changed the experience of television viewing.

Television TV Channels GECs
Star World to air 1-5 of 'Homeland'

Star World and Star World HD is all geared up to air the pulse-pounding action series 'Homeland.' The show tackles geopolitical moral conundrums of our current world. It has recently unveiled the teaser for the upcoming season 6 shows how Carrie Mathison will circumvent around another international...

Television TV Channels English Entertainment
Share all World Cup, T-20 feeds with Prasar Bharati, rights holder told

The telecast of all official one-day and Twenty-20 matches played by the Indian Men’s Cricket Team will henceforth have to be shared by the rights holder with the public broadcaster Prasar Bharati under the Sports Broadcasting Signals (Mandatory Sharing with Prasar Bharati) Act 2007.

Television TV Channels Terrestrial
Saregama returns to film music acquisition with Pen pact

Saregama India has inked a two-movie deal with Pen Movies. With this agreement, Saregama has acquired the music rights of upcoming Bollywood releases of Pen which includes Kahaani 2 -- Durga Rani Singh, featuring Vidya Balan and Arjun Rampal.Kahaani 2 is slated for a release on 2 December.

Television TV Channels Music and Youth
Q2-17: Zeel numbers, PAT up on higher Ad and Subscription revenue

The Subhash Chandra led content and broadcast player Zee Entertainment Enterprises Limited (Zeel) reported a 23 per cent hike in consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year.

Television TV Channels GECs
Best Deal TV appoints Hari Trivedi as COO

MUMBAI: Best Deal TV has appointed Hari Trivedi as the chief operating officer with immediate effect. Based in Mumbai, Trivedi will be responsible for overall sales and marketing. He would also be initializing lowest price offers and deals on Best Deal TV.

Television TV Channels People
Disney announces successor of MD Siddharth Roy-Kapur

MUMBAI: Walt Disney International has announced the successor to its former managing director Siddharth Roy-Kapur. As a second stint with the organization, Mahesh Samat has made a comeback and will lead The Walt Disney Company India as the managing director. He will pursue his new responsibility...

Television TV Channels People
Life is more imaginative than fiction in a story like POW, says writer-director Gideon Raff

MUMBAI: Sometimes, coming back home after 17 years is not always a happy ending. "Prisoners of War" is the story of three Israeli soldiers, who were held captive for that many years following their kidnapping while on a secret mission with their unit.

Television TV Shows Thriller
IPL media rights bidding postponed sine die

MUMBAI: The BCCI has made it clear that the media rights auction cannot take place till the time it gets a concrete go-ahead and a formal approval from the Justice RM Lodha committee. Till the evening of 24 October (Monday), BCCI did not receive the okay from the committee which said, "it is in...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories