Television
×

Academy Awards are Star Movies' March blockbuster

The verdict is out.

The hopes and hype surrounding the Indian entry to the 74th Academy Awards ensured Star Movies a viewership for the live event unprecedented in earlier years. The channel, which has been telecasting the event for five years, says this has been the best yet.

Not surprising. Ratings from the audience measurement agencies, just in, show that Indian viewers rose early and bright on 25 March to catch the excitement that began at 6:30 am. According to INTAM figures, Kolkata led the country's metros with a viewership of 4.39 (TG 4+, C&S). Bangalore followed with TVRs of 2.18. Mumbai, the seat of Bollywood, however, ran a distant third with TVRs of 1.77.

Weekday and office hour obstacles notwithstanding, the event, preceded by a nearly month long on air and ground promotional activity, managed to bring in the moolah for Star Movies. Star had mass promoted the hitherto niche programme, using Lagaan as a peg to build the Star Movies brand.

The ploy worked. All 30 minutes of ad time on the three and half hour live broadcast of the ceremony were sold out. Besides, four of the nine main sponsors of the live show were mass marketers like Pepsi, Parle, Asian Paints and Bajaj. Other channels like HBO and BBC World ran Hollywood specials as a run-up to the event; the benefits of which were cashed in upon by Star.



Other cities have not fared badly either. Chennai with TVRs of 1.35 and Delhi with TVRs of 1.12 helped shore up the ratings. One million plus towns in Gujarat, Maharashtra and Karnataka too scored ratings above 1, a fair figure for such niche events, say analysts.



Figures put out by the other rating agency, AC Nielsen's TAM ratings, are not as effusive though. Kolkata leads with TVRs of 2.8 (TG C&S 4+) and Mumbai follows with TVRs of 1.14. According to TAM, Oscar viewership was better among the C&S 15-44 AB category, Kolkata leading with 3.91, and Mumbai following with 2.2. While the overall TVRs for the six metros hover around 1.81, most other cities have not been able to cross the magic TVR figure of 1.



Lagaan - the element that sparked Indian interest in the Oscars



In the US, though, the picture's not so bright. The Oscars drew a 25.4 Nielsen Media Research rating on Sunday, the lowest-rated Academy Awards telecast ever, with just 41.8 million viewers, say reports. Last year’s show had the previous low record.



Lagaan has just reversed the trend in India. Will it hold in the coming years?

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/foodfood.jpg?itok=gCF4k0Ki
FOODFOOD announces veeba cook off powered by Daawat Basmati Rice and Tata Sampann

Cooking doesn’t get tougher than this! FOODFOOD Pro an initiative of FOODFOOD, India's premier 24x7 Food and Lifestyle channel is proud to announce an intense and exciting eleven - episode series, VEEBA COOK-OFF, a challenge, that is purely ‘By the Professionals and For the Professionals'. This...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/sony-max.jpg?itok=Rmc_jk74
Celebrate Republic Day with megastar league on Sony Max 2

MUMBAI: On Republic Day get ready for an all day long movie marathon with India’s iconic Hindi movie channel from Sony Pictures Networks, SONY MAX 2. Binge-watch the movies of some of Bollywood’s megastars throughout the day on 26th January with SONY MAX 2’s Megastar League. 

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/star-gold.jpg?itok=aEnqdAVj
2017 blockbuster hit 'Golmaal Again' will make its television premiere on star gold this friday

Star Gold is kicking off the year with the World Television Premiere of one of the most succesful films of 2017, Golmaal Again, that raked in over 200 crores at the box office and set it on fire with its unmatched gags and action. The film that left audiences in splits of laughter and many ‘...

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/myleeta.jpg?itok=Jp2DoL6W
BBC Worldwide India announces partnership with Applause Entertainment

BBC Worldwide India has announced a partnership with Aditya Birla Group’s Applause Entertainment that will see the two organisations working together to develop and produce Indian versions of iconic BBC formats.

Television Production House Non-Fiction
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/us.jpg?itok=F5fKKb42
Bring in Republic Day with the award-winning political comedy VEEP on Star World

Our 68th Republic Day is just around the corner and considering the political scenario in our country and globally, Star World has lined-up a marathon of a show that is not only entertaining but also takes a satirical view into what goes on behind-the-scenes in government policy-making and...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/icai_0.jpg?itok=Zpp1ilCw
ZEEL president - Legal & Regulatory Affairs, Mr. Avnindra Mohan conferred prestigious "CA Distinguished Achiever - 2017" Award by ICAI

Mr. Avnindra Mohan, President – Legal & Regulatory Affairs, Zee Entertainment Enterprises Ltd has been selected as the winner of the prestigious award in the category “CA Distinguished Achiever-2017” for exceptional performances and achievements by the Institute of Chartered Accountants of...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/karan.jpg?itok=mCWRXjXX
Discovery India ties-up with Reliance Animation to produce kids IP

Discovery Communications India has commissioned Reliance Animation to produce a new disruptive Indian original content series Little Singham, an animation series inspired by the movie Singham. Targeted at kids in the age-group 4-8 years old, Little Singham will make its debut on television in...

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/Shubhranshu_singh.jpg?itok=OUkY580T
Star Sports EVP and marketing head Shubhranshu singh quits

MUMBAI: Star Sports Executive Vice President and Head Marketing Shubhranshu Singh has quit the company after a four-year stint.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/bajaj.jpg?itok=z_mfKL62
Discovery bags nine sponsors for Battle Ops

Battle Ops, Discovery Communications India’s (DCIN) integrated television and digital offering, has received a resounding response from the advertiser community. The show, which will premiere on Discovery Channel and Veer on 26th January, has already sold out with nine sponsors on board.

Television TV Channels Specialised and Niche

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories