Wisden Awards: News channels bankroll the 'official channel'

Wisden Awards: News channels bankroll the 'official channel'

Author | exchange4media News Service | Monday, Aug 12,2002 8:44 AM

Wisden Awards: News channels bankroll the 'official channel'

Cricket and its Stars made headlines again. This time not on the field but off it. Sporting Icon, Kapil Dev was honored with the Wisden Indian cricketer of the century Award at a glittering function in England on July 23. That may have helped Dev, but certainly not the broadcaster Ten Sports. Ten Sports, the 'official channel' for this event was hoping for high viewership, but the TVRs look dismal.

News channels, though, emerged as unexpected winners. News Channels almost gate crashed into the award ceremony, as they did not have live telecast feed (surprisingly, neither had TEN Sports). On the Awards night, News Channels Aaj Tak and Zee News got chatting with a few former Indian cricketers in their studios in Delhi and posted their correspondents right outside the event venue in UK.

Lets first look at Ten Sports numbers in detail. Surprisingly, Ten sports did not provide for live telecast of this event organized on July 23. The channel aired recordings on 24th, 26th and 27th of July at various time bands. On a 9-city average, the highest ratings were for the weekend telecast on Saturday, which were a meager 0.2%. Refer chart 1 below. Even in Calcutta, which typically has a euphoric response to sports telecasts, the TVRs could not cross 0.5%.

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