ITV

Tag: Videocon Cup

  • Rain fails to dampen Max’ buoyant Indo-Pak match ratings

    Rain fails to dampen Max’ buoyant Indo-Pak match ratings

    MUMBAI: The recently concluded Videocon Cup may have been an overall damp squib but has worked wonders for Max.

    The second and decisive half of the first match (9 pm to 11.30 pm) between India and Pakistan played on 21 August got ratings of 8.3 in the C&S 4+ Hindi-speaking markets, according to Tam data. As a result, the channel went straight to the 10th position on the Tam ratings chart in the above mentioned market.

    Speaking on the same, Max business head N P Singh said, “Despite the rain and a five-hour delay in the start of the Indo-Pak match, Max delivered 6.9 TVRs (average) amongst all individuals across all C&S homes across all India as surveyed by Tam.”

    In the major metros, Mumbai pegged a high of 11.3 TVRs, while Kolkata and Delhi turned in 9.55 and 9.52 respectively.

    “What is especially noteworthy is that female viewership delivered an unprecedented 5.3 TVRs for the match. Female viewership in key metros was 8.3 in Mumbai, 9.2 in Delhi and 7.6 in Kolkata,” added Singh.

    In comparison, on DD1 the same match got ratings of 2.6 in the time slot 9 pm to 11.15 pm in the C&S 4+ Hindi-speaking markets according to Tam data as the channel stood in the 68th spot among the top 100 shows. Hence, Max was ahead of DD1 across all India in the Hindi-speaking markets. Also notable is the fact that in the non C&S 4+ Hindi-speaking market, DD1’s telecast of the match stood in the 6th position with TVRs of 21.6 in the same time slot.

    Across all India markets, Max pegged 6.9 against DD’s 1.92; in the Hindi speaking markets, Max fared even better, averaging a TVR of 8.83 against DD’s 1.91, while in the top 4 metros, Max pegged 7.85 against DD’s 1.67, and in the top 6 metros, Max ratings were 8.87 while DD’s were recorded at 1.59.

    An official release from Max informed that in a single match telecast, Max reached out to 27.6 million individuals in C&S homes across India, which is approximately 32 per cent of the total universe of 85.5 million individuals.

    “Overall, this performance is an excellent lead-in to the forthcoming ICC Champions Trophy 2004 in England, which is undoubtedly the world’s biggest ODI (one day internationals) Cricket tournament in 2004, and where Max will showcase its popular Extraaa Innings in full strength,” said Singh.

    Max, which has already unveiled it’s ad campaign with Mandira Bedi for Extraaa Innings will bare it’s plans for the ICC Champions Trophy tomorrow (1 September) at a media do.

  • Max and Aaj Tak in special tie-up for Videocon Cup

    MUMBAI: The scene is abuzz with the cricket fever building up as the Videocon Cup rolls out on 21 August. Maxing on the opportunity, Sony Entertainment’s movies and special events channel Max (which will air the tournament) has entered a strategic alliance with Aaj Tak for the same.

    As per the deal, during the four days of the tournament which will be played in Holland, Aaj Tak will have a special section on their cricket based show – Runbhoomi which will air at 1 pm; wherein Max’s commentators like Charu Sharma, Mandira Bedi, Arun Lal, Barry Richards, Rameez Raja, Michael Slater and Sanjay Manjrekar will come on the show in an exclusive interview with the Aaj Tak anchor. On Aaj Tak the special guests on Runbhoomi will include Sourav Ganguly, Arun Lal, Saba Karim, Yashpal Sharma and Madan Lal. When the show will be towards completion (i.e. 1:30 pm, which is also the time the matches start on Max); the Aaj Tak anchor will ask viewers to log on to Max to catch the match live.

    Speaking about the same, Max vice-president marketing and commercial Tushar Shah said, “This marks the beginning of a new era in marketing in the television domain. Max is known for innovation, creativity and attitude, and this tie-up is an example of all three are coming together to create a win-win situation for both Aaj Tak and Max.”

    Also notable is the fact that some time back, Aaj Tak had tied up with sister channel SET for their show Jassi Jaissi Koi Nahi wherein Jassi gave an exclusive interview to Aaj Tak and also for Saaksshi wherein during a scene in the serial, an Aaj Tak reporter was shown and also the protagonist of the show was shown watching some ‘breaking news’ on Aaj Tak. So while SET already had a working relationship with the Aroon Purie owned news channel, this tie up with Max for the Videocon Cup doesn’t come as much of a surprise.

    Speaking on the same, Aaj Tak senior manager marketing Rajesh Sheshadri said, “Cricket rules the hearts of millions of Indians. This association is in line with our objective of providing value-added programming to our viewers.”