Top Story


Home >> Media - TV >> Article

ICC Cricket on Max: Pesky programming, but viewers keep their date

Font Size   16
ICC Cricket on Max: Pesky programming, but viewers keep their date

The ICC Champion's Cricket programming on SET MAX might have raised hackles with the purists, but the average cricket lover continues to patronize the game. The initial matches, including India-Zimbabwe encounter, have recorded a healthy viewership.

The TAM ratings available for the first three matches are pretty much in line with the expectations and past trends. The India-Zimbabwe match recorded 6.5% TVRs, amongst all CS homes, 4+ audience. The series opener - Sri Lanka Vs Pakistan - also recorded a healthy viewership of 2.9%. The other 'non India' match between South Africa and West Indies had a lower viewership of 1.7% TVRs.

How does this initial viewership compare with past trends? Early days yet, but it does compare favorably. The average ratings for 6 India matches, excluding the final, in the recently concluded NatWest Series (telecast on ESPN) was 5.2%. Refer chart below.

Chart: How Cricket on MAX stacks up with ESPN

Source: TAM TG: CS 4+ Yrs Market: India Surveyed

What is interesting to note it the average duration of 'Live' telecast? While the average duration for the three matches of ICC Champions Trophy is 453 minutes, the corresponding duration for the NatWest matches (telecast on ESPN) was 406 minutes. So MAX has to sustain the viewership for about an hour more.

So while the initial viewership data is encouraging, Sundays performance when Indian team annihilated England, should bring cheers at MAX and advertisers.


NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve