3 Idiots sets new record on Max

MUMBAI: After breaking all records within the multiplex circuit and later across the Hindi GEC spectrum, the Aamir Khan-starrer 3 Idiots has now added one more feather to its cap.

The movie has grossed a 5.99 TVR over a four-hour (approximately) period on Sony Entertainment Television‘s sibling movie channel Max to help it attain its highest ever rating in the last six years.

The movie pushed the channel to 196 GRPs (gross rating points) in the week ended 4 September, adding 82 GRPs to its previous week‘s tally.
With the movie reach standing at 22.6 per cent, Max said that 29.1 million viewers across the Hindi speaking markets tuned in to watch the show.
With this, Max claimed the top spot among the Hindi movie channels, while Zee Cinema with 127 GRPs ( last week 130) was on second spot.
Max EVP and business head Sneha Rajani said, “We are delighted with the overwhelming response to our premiere of 3 Idiots. The universal appeal of the film has helped us garner the record breaking rating of 6, the highest for a film channel in recent times. Max is committed to delivering the biggest blockbusters from Hindi cinema and this showcases our strength. With our innovative wrap around content, Extraaa Shots, which was shot with the stars of the film and extensive promotion and marketing, the results, are extremely satisfying.”

The movie clocked a 6.3 TVR among the male viewers while within the female demographic it touched 5.7 TVR. In the 4-14 years age group it grossed the highest with 7.9 TVR, while for the 15-34-year-olds it got a rating of 6.1.
Interestingly, from the Sec AB audience segment, the rating was higher at 6.5 TVR as compared to a 5.5 TVR from Sec CDE.

Also, among metros, Pune and Mumbai audiences were glued to the movie, raking in 9 TVR and 8.5 TVR respectively, followed by Ahmedabad (6.5 TVR), Delhi (5.9 TVR), and Kolkata (4.9 TVR).

Among the other movie channels, Star Gold remained at third spot with 111 GRPs (See Table).

Last weekCurrent weekDifference
Zee Cinema130127-3
Star Gold1041117
UTV Movies46526
UTV Action29301
Total (Put) 45154190

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