Tuesday, March 10, 2009

3.43 mn viewers tune in for Oscar Awards

Call it the Slumdog Millionaire effect on the Indian TV audiences. A record 3.43 million viewers tuned in for the live broadcast of the show on Star Movies, which started at 7 am on 23 February, as two Indians, AR Rahman and Resul Pokutty, basked in glory. The repeat telecast at night drew in 2.89 million viewers, according to Tam data c&s 4+, the highest audience in Oscar history.

The uptick in Indian viewership compares favourably with previous years. Last year, only 0.84 million people tuned in to see it live in the morning. The repeat at night fared better with 2.11 million viewers. Of course this year with the suspense around Slumdog Millionaire, people were more keen to catch the event live. In 2007, 1.02 million viewers watched the show live. The repeat telecast was seen by 2.49 million viewers. Slumdog Millionaire also boosted the ratings of the Oscars this time, enjoying a TVR of 0.34 for the live event and 0.15 for the repeat telecast. Last year, it managed a TVR of 0.03 for the live broadcast and 0.04 for the repeat.

Meanwhile, according to Tam data c&s15+ SEC A,B, which remains the core TG for Star Movies that telecast the Oscars, the live event had captured the eyeballs of approximately 1.84 million viewers while the repeat telecast touched at least 1.5 million. As compared to this, about 0.84 million viewers watched the show live in 2008. The repeat telecast was seen by 1.06 million viewers. The show was watched live by 0.38 million viewers in 2007. The repeat telecast was viewed by 1.25 million viewers.

Advertisers lapped up the surge in ratings. IMX Media VP Sejal Shah expresses satisfaction at the RoI achieved by the client Diageo which advertised on the show. She, however, adds that the extra viewers that came in will not likely stick with the channel.

Courtesy - Indian Television

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