Television

Rural India props up PKL 5 viewership with 75 per cent contribution

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/11/14/PKL_Patna.jpg?itok=lQq8ZK5P

MUMBAI: It was five years ago that kabbadi went from being a game played in playgrounds to captivating the largely cricket-crazy sports audience in India. The fifth season of Vivo Pro Kabaddi League (PKL), India’s most watched non-cricketing property, garnered 1.6 billion impressions for the live telecast according to Broadcast Audience Research Council of India (BARC).

PKL pocketed 3.3 billion gross impressions which is calculated at 30 minutes interval as per the data given by the broadcaster. There is some duplication involved in the gross impressions since the same person could have viewed the programme on two occasions.

Surprisingly, 75 per cent of the total viewership came from rural areas and 43 per cent of viewers were female. Star Sports First, the free to air channel, attracted 31 per cent of the total viewers as compared to its pay counterpart, Star Sports 2, which contributed to just 10 per cent. Indeed, the first week of the tournament itself led to Star Sports First leading the genre with 148,506 impressions.

 The season saw its opening in Hyderabad and finale in Chennai with 12 cities in between. The finale witnessed an 83 per cent rise over the previous year, garnering 25.4 million impressions. The fourth season finale got 13.9 million impressions.

The 140 games in the fifth season grabbed 1.6 billion impressions vis-à-vis 561.1 million impressions during the 60 games last year. The average impressions per game in season 5 were 11 million as compared to season 4's 9 million, a 22 per cent increase.

The league also attracted new fans, including kids (2-14 years) and teenagers (15-21 years) with 19 per cent and 21 per cent share in the total number of viewers, respectively. Tamil Nadu was one of the most successful new markets with the league being televised on Star Sports 1 Tamil. PKL was also broadcast in Kannada on Star Suvarna Plus and Star Maa Movies in Telugu, apart from English and Hindi.

This makes a strong case for advertisers to hop on board a property in which they had very little confidence in its inaugural season. The latest season saw a string of sponsors and partners for individual teams and several brands joined the bandwagon as the matches progressed. Sponsors included TVS Motors, Bajaj Electricals, and Gillette Mach3 Turbo.

Star India EVP and head ad sales Anil Jayaraj had earlier revealed that the sponsorship revenue for this year was 320 per cent higher this year. The sponsors make approximately 15 times the return on their investment.

Star India managing director Sanjay Gupta says that the current season’s aim was to push the boundaries. “India has truly embraced kabaddi. With an expanded league, there were 12 teams competing in more than 130 matches, spread across 13 weeks. That the love for kabaddi is cutting across geographies and demographics is self-evident. It is very heartening to see this response from millions of fans across the country, which has emphatically re-established kabaddi’s position as the most watched non-cricketing sport synonymous with the Vivo Pro Kabaddi League.”

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/flix.jpg?itok=Ur43FBM_
Witness the heart-warming bond unfold in the epic-adventure movie Alpha premiering on &flix, &Privé HD and Zee Café

Amidst the vast wilderness, the survival of the fittest truly determines life and death. But what happens when your fight for survival brings with it the dangers of the wild? Witness a young boy unleash his inner warrior and struggle as he travels through treacherous landscapes in the epic-...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/smriti.jpg?itok=PZiuoicm
Smriti Mehra elevated to Executive Vice President, Focus at Network18

After stints with Discovery Channel, Arré and Turner Broadcasting, Smriti Mehra returned home to Network18 Group last year. The company today announced her elevation as EVP – Focus, to head revenue. She will report to Priyanka Kaul – President, Marketing & Special Projects, Network18.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/ganga.jpg?itok=H7BNoB2s
Big Ganga launches 4 new Bhojpuri shows

Big Ganga, ZEE Entertainment Enterprise Ltd’s Bhojpuri general entertainment channel in Bihar, Jharkhand, and Purvanchal is all set to cater to the demands of its audience for original content with two hours of weekday and one hour of weekend with four new shows.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/t_tv_punjabi.jpg?itok=S7j173Rc
New FTA channel T TV to focus on Punjabi audience

T TV, Taur Punjab Di, is the latest 24 hour free to air channel being launched by Teleone Consumers Product Pvt Ltd which is a part of DV Group of companies and is aimed at providing quality entertainment to the north Indian audience.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/re.jpg?itok=ab6NQhhE
ARG Outlier Media writes to TRAI, accuses News18 India of flouting landing page directive

ARG Outlier Media Asianet News, which owns channels like Republic TV, Republic Bharat among others, has accused TV18 Broadcast Ltd of flouting Telecom Regulatory Authority of India’s (TRAI) 3 December 2018 directive to broadcasters and distribution platform operators (DPO).

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/abby.jpg?itok=9MZhUc6j
“ABBY AWARDS 2019” announces the illustrious Master Jury for the Creative ABBY’s

The gold standard in advertising awards, ABBY Awards 2019 that celebrates creative excellence in the category has announced an illustrious master jury for the upcoming edition.

Television TV Shows Awards
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/discvoeryu.jpg?itok=IQ7Sndek
Discovery India unveils unique short-form video destination on Dailyhunt app; Discovery Plus creates waves on the digital media

Discovery Communications India (DCIN), country’s leading factual entertainment network, has entered into a unique partnership with India’s No 1 News and local content discovery app – Dailyhunt.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/ele.jpg?itok=Zm4iItwH
Analysis: Latest news television trends and consumption patterns

The FICCI M&E 2019 report says that 43 percent of the 885 private TV channels in India are ‘news channels’. It further states that news, which commands a 7 percent share of viewership, garnered a disproportionately high share of advertising volumes.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/motu.jpg?itok=J_d92mnz
Kids prefer home-grown content, feature films on TV

The TV industry is growing and so is kids’ viewership. Since 98 per cent of India is still single TV homes, co-viewing is extensive and leads to better targeting options while demand for localised content and regional content are a boon to creators. Broadcast Audience Research Council (BARC) India...

Television TV Channels Kids

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories