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MUMBAI:
Call it the Slumdog Millionaire effect on the Indian
TV audiences. A record 3.43 million viewers tuned in for the
live broadcast of the show on Star Movies, which started at
7 am on 23 February, as two Indians, AR Rahman and Resul Pokutty,
basked in glory.
The
repeat telecast at night drew in 2.89 million viewers, according
to Tam data c&s 4+, the highest audience in Oscar history.
The
uptick in Indian viewership compares favourably with previous
years. Last year, only 0.84 million people tuned in to see
it live in the morning. The repeat at night fared better with
2.11 million viewers. Of course this year with the suspense
around Slumdog Millionaire, people were more keen to
catch the event live.
In
2007, 1.02 million viewers watched the show live. The repeat
telecast was seen by 2.49 million viewers.
Slumdog
Millionaire also boosted the ratings of the Oscars this
time, enjoying a TVR of 0.34 for the live event and 0.15 for
the repeat telecast. Last year, it managed a TVR of 0.03 for
the live broadcast and 0.04 for the repeat.
Meanwhile,
according to Tam data c&s15+ SEC A,B, which remains the
core TG for Star Movies that telecast the Oscars, the live
event had captured the eyeballs of approximately 1.84 million
viewers while the repeat telecast touched at least 1.5 million.
As
compared to this, about 0.84 million viewers watched the show
live in 2008. The repeat telecast was seen by 1.06 million
viewers.
The
show was watched live by 0.38 million viewers in 2007. The
repeat telecast was viewed by 1.25 million viewers.
Advertisers
lapped up the surge in ratings. IMX Media VP Sejal Shah expresses
satisfaction at the RoI achieved by the client Diageo which
advertised on the show. She, however, adds that the extra
viewers that came in will not likely stick with the channel.
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