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Now, MAX reiterates its leadership position during IPL3

Now, MAX reiterates its leadership position during IPL3

Author | Robin Thomas | Friday, Apr 16,2010 8:33 AM

Now, MAX reiterates its leadership position during IPL3

Close on the heels of Star Plus and Zee TV jointly releasing an ad on the front page of Economic Times claiming that their top GEC shows had outperformed IPL3 in the 30 minutes average ratings, MAX, the official broadcaster of DLF IPL, has released mailers stating ‘IPL outperforms everything!’

The mailers further state: “Ever heard of comparing apples to oranges? Well, some people do. Comparing a 30 minute slot with a captive 3.5 hours IPL phenomenon is like playing cricket with a golf ball. MAX continues to be the undisputed No. 1 channel in primetime. The IPL outperforms top Hindi GECs in primetime.”

MAX quotes TAM data in the CS4+ category, HSM, from week 11 to week 15 for weekdays and weekends primetime ratings. According to the data, MAX has secured a TVR of 5.3 per cent during the primetime on weekdays, while Star Plus and Colors have secured 3.5 per cent and Zee TV has secured 3.2 per cent TVR.

On weekends primetime, TAM data shows MAX receiving a TVR of 5.6 per cent, while Zee TV received 2.2 per cent, followed by Star Plus with 2.0 per cent and Colors with 1.3 per cent.

While MAX was quick to state that they were not hitting back at anyone and that they had been releasing mailers on a regular basis, these ads are just reiterating the fact that IPL receives high viewership at all times. Nevertheless, coming as they do shortly after the Star Plus and Zee TV ad challenging IPL viewership in the 30 minutes average ratings, a new ratings war seem to be in the offing now…

Also read:

Star, Zee claim top shows have outperformed IPL3 in viewership

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