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Airtel Ind-WI ODIs open well for Neo Cricket

08-December-2011
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Airtel Ind-WI ODIs open well for Neo Cricket

The Airtel ODI series between India and West Indies has seen close matches till now. Neo Cricket has seen good TVR for the first two matches of the series, which is more than the previous series played between these two cricketing rivals.

This Airtel ODI series has garnered a TVR of 3.42 for C&S 4+ in the all India market, as compared to the series played against West Indies in June 2011, which had averaged at 1.51 TVR, according to data from TAM Media Research.

Neo Sports officials pointed out that in the CS Male ABC 15+ TG, the first two ODIs garnered 4.76 TVR, which was 134 per cent higher viewership than the India-West Indies series in June 2011. Sources close to the channel said that such kind of ratings was not expected as the matches were played on weekdays, but despite this the channel got good viewership.

Prasana Krishnan, COO, Neo Sports Broadcast Pvt Ltd, remarked, “As expected, the ratings of the first two games have been really good. This augurs very well and the ratings are set to further increase as the third ODI went to the wire and the last ODI is on Sunday. The young Indian side has been challenged by the spirited West Indies team, resulting in a very keenly contested series. This ensures there will continue to be high consumer and advertiser interest.”

Commenting on the success of the first two ODIs, Kartik Sharma, Managing Partner – Maxus Global, said, “In cricket, we can never be sure where it goes. We have been playing a lot of cricket this particular year. In cricket, nothing should be a surprise as the tide can change very quickly from one side to the other. This whole series till now, has had only close matches, and, that too is a reason for the ratings to increase."

If West Indies manage to beat India in the fourth ODI and level the series 2-2, then with the final match to be played on Sunday, December 11, the ratings are certainly expected to shoot up further.

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.