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Hindi commentary simulcast delivers well for ESS

MUMBAI: Sportscaster ESPN Star Sports‘ strategy of introducing Hindi commentary simulcast has found favour with cricket fans as it contributed 40 per cent of the overall ratings for the recently concluded India-Australia Test series.

According to Tam data provided by ESS, the television broadcast of the recently concluded India-Australia Test series has delivered average rating of 2.05 TVR, which the broadcaster claims, is the highest average rating for a Test series played by India in the past four years. The test series delivered a reach of 92.8 million.

The India-Australia series 2013 has delivered almost 50 per cent higher ratings as compared to the previous India-Australia series played in Australia in the year 2011/12 which averaged 1.37 TVR.

The four test series also delivered 22 per cent higher ratings than the India-England test series played earlier this season which delivered an average of 1.68 TVR. The TV ratings peaked at 3.2 TVR on the eventful third day of the fourth test match when Cheteshwar Pujara made a quick fire 82 in India‘s pursuit for victory.

ESPN Software India COO Vijay Rajput states, "We are extremely delighted with the results. Our approach to the presentation of Indian cricket has been a game changer in many ways. The introduction of Hindi commentary feed has done well and so has our strong web offering through starsports.com which allows consumers to get in the game online.

He adds. Our aggressive marketing campaigns through the season which focussed on new and upcoming heroes of team India in transition culminating with the ‘Asli Test Baaki Hai‘ campaign for the India Australia series struck a chord with fans across the country.

"Our aim is to take the viewership of this game to a completely new level - be it through our compelling campaigns, quality of talent, look and feel of the presentation, multi-platform delivery or through promoting it across the entire Star network."

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