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STAR’s ‘Avatar’ blitz pays off; Hindi version gets 2.26 TVR

23-August-2011
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STAR’s ‘Avatar’ blitz pays off; Hindi version gets 2.26 TVR

STAR India scored a coup of sorts when it aired James Cameron’s Oscar-winning blockbuster hit ‘Avatar’ over the Independence weekend. The movie was aired on both Star Movies (in English) and Star Plus (in Hindi). And the numbers speak for themselves – ‘Avatar’ (Hindi on Star Plus) scored a TVR of 2.26 as per TAM Media Research data for HSM metros, CS 4+ TG.

The English version premiered on Star Movies at 1 pm on Sunday, August 24, 2011 (the same time as it premiered in Hindi on Star Plus), and scored a TVR of 0.39 (TAM: Week 34, 2011; 6 metros, CS 15+ TG).

The movie was repeated at 5.49 pm and 9 pm on Star Movies on August 24 itself and scored better, with the telecast at 5.49 pm garnering 0.40 TVR and the 9 pm show garnering a TVR of 0.58.

Subsequent telecast of ‘Avatar’ (English) on Monday, August 15, 2011, saw a dip in ratings – the show at 1 pm got a TVR of 0.35, while that at 9 pm got a TVR of 0.23.

Star Movies had created extensive buzz around ‘Avatar’ in the build-up to its telecast, calling it the ‘Movie of the Decade’. It was telecast as part of Star Movies’ month-long sci-fi movie festival, christened ‘Battlefield Earth’.

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