Master Blaster Sachin Tendulkar’s farewell test match has emerged as the highest rated test match on television in India in the past eight years. The match garnered 1739 average TVTs, which remain unmatched since 2005. The two test India – West Indies series was showcased on Star Sports 1, Star Sports 2 and Star Sports HD1 in English, while Star Sports 3 showcased the match in Hindi. The series was also streamed live on www.starsports.com.
Star Sports network channels together had the maximum channel share across all genres during six playing days of the test series. (Overall TVTs generated during the day). www.starsports.com attracted 3.5 million unique visitors during the two matches of the India – West Indies test series.
Star Sports launched a 360-degree initiative involving interesting programming, innovative production, disruptive marketing to add buzz around Mastero’s farewell series. The broadcaster launched three high quality programmes to engage deeper with cricket fans, who were immersed in Sachin mania.
Star Sports launched a distinctive ‘Cheer for Sachin’ campaign featuring stars from Bollywood, Cricket and Television invoking Sahin’s fans to cheer ‘Sachin Sachin’. Even on-ground, Star Sports initiated multitude of interesting activities to make the test series memorable for fans who flocked to watch the maestro in action in his farewell series. STAR India’s CEO Uday Shankar presented Sachin Tendulkar with the first Star Sports ‘Believe’ Trophy during the post presentation ceremony in Mumbai. BCCI title sponsorship rights for the series was also with Star Sports.
Speaking on the occasion, Nitin Kukreja, Head of Sports Business, Star India said, “We are delighted with the ratings. We are humbled that maestro’s farewell series was played on our network and wanted to give him a befitting farewell. I am happy to note that cricket fans have appreciated our efforts.”
“Our strategic investment in the Hindi language feed over the past year or so is now paying us huge dividends. We will continue in our endeavour to promote sports culture in the country,” he added.
Source – TAM: Average TVTs; TG: C&S 15+, M, SEC ABC