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’.
It may be recalled that the evening of August 15 also saw the entire nation glued to various news channels to get the latest updates on Anna Hazare on the eve of his planned fast at JP Maidan in Delhi on August 26, 2011.