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
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