| Interestingly, even Sony did not expect the ratings
to be so phenomenal, as the under 19 package was still picking up
and did not really have much of a viewership. The live feed on Set
Max is believed to have been the critical success factor of this event.
Also, a decent amount of promotional activities was lined up considering
the fact, that the return the match was going to yield was ambiguous.
Max has been trying to build itself as a cricket platform apart
from movies, and has bagged the under 19 world cup 2002 - 2007 package.
Speaking to Indiantelevision.com, Max executive vice president Rajat
Jain says "The live factor makes all the difference, and we
are the first channel to do so. Another factor lending itself is
the current cricket fever with India's tour of Pakistan which roped
in more viewers. Lastly, the promotion campaign, which showcased
the future faces of cricketers of India also lent to the ratings."
Max used the under 19 series to lure more viewers for their channel.
This strategy definitely seems to have worked. The last series also
aired by Max, got a negligible response; an average of 0.5 GRP.
The current series managed to boost their general reach to 61 GRP
which was otherwise 53 GRP. The conclusion of the series brought
down the viewership to 56 GRP retaining some per cent of the new
audience.
Across the country it was the metros and the A grade towns and
the one million plus markets which got the series the most eyeballs.
South was a significant contributor after Calcutta, viewers ranging
below the age group of 24 yrs for the day matches and below 34 years
for the day and night matches.
The presenting sponsors for the series were Hero Honda and Samsung
and the associate sponsors being Videocon and Siyaram.
The next big bet on Max's platter is the ICC champion trophy 2004,
in Sep in England. Building on the under 19 world cup ratings success,
Max will be leveraging other lowkey series this year. Jain adds
" Now that people have understood that it delivers, developing
the game and the rating will not be such a task."
|
