Despite courting all kinds of controversies, the eighth season of the Indian Premier League (IPL)...
Despite courting all kinds of controversies, the eighth season of the Indian Premier League (IPL) has proven to be a hit among television audiences. This year, IPL has recorded a 41% increase in viewership compared to the last edition. As per data by audience measurement firm, TAM Media Research, IPL has clocked an average rating of 4.4 television viewership rating (TVR) for the first five matches against 3.1 TVR recorded in the previous season. The first half of the opening match between Kolkata Knight Riders (KKR) and Mumbai Indians (MI), aired on Sony Max, recorded a TVR of 3.59 and reached 2.83 crore viewers. The second half recorded a TVR of 4.73 and was watched by 3.23 crore viewers.
The opening ceremony held at Eden Gardens in Kolkata had got off to a specular start with popular movie stars such as Anuskha Sharma and Hrithik Roshan performing live. According to industry estimates, while Sharma charged R90 lakh to R1 crore for performance, Roshan took home R2-2.5 crore as fee.
Of the five matches played in the first week of the tourney, the match between KKR and RCB garnered maximum viewership. While the first half of the match clocked a TVR of 3.65 and reached 2.95 viewers, the second half recorded a TVR of 4.86 and was watched by 3.04 crore viewers.
Interestingly, more viewers are watching IPL matches on Sony Max which has Hindi feed compared to Sony Six, the sports channel of the broadcaster. The matches are being aired in English on the sports channel. For instance, the first half of the opening match of IPL between KKR and MI aired on Sony Six recorded a TVR of 0.97 and reached 0.87 crore viewers. The second half of the match recorded a TVR of 1.19 and was watched by 0.86 crore viewers.
Not to forget that MSM replicated Star India’s strategy and launched new sports channel Sony Kix which broadcasts the games in Tamil and Telugu feeds. Additionally, the Bengali feed is being aired on the network’s Bengali channel Sony Aath. Gupta, in an earlier interview to FE, had said the language feeds help in incremental increase in viewership. Agrees a senior media planner who says it is about time that broadcasters got their act right as far language feeds are concerned.