MUMBAI: MAX, the premium movies and events channel, has notched up an average Television Rating (TVR) of 5.2 for its blockbuster offering, Kabhi Khushi Kabhie Gham (K3G). The movie was telecast at 8 pm on Sunday, 29 June 2003.
A press release says that K3G on MAX was viewed by 13.6 million individuals across all India TAM markets, and 12 million in all India minus south TAM markets.
MAX business head and executive vice president Rajat Jain was quoted as saying: "With K3G, MAX achieved an average of 5.2 TVRs among all audiences in C&S homes across all India minus the south TAM markets. This translates into a whopping channel share of 28 per cent which was the highest channel share recorded by any C&S channel during Sunday night prime time."
Jain also points out: "Also, across all India TAM markets, MAX’s channel share was 21 per cent. And across all India TAM markets, the average TVR was 3.8. Considering that this was a repeat telecast of the film, these ratings are a big achievement and, I daresay, is proof that MAX is becoming the homepage of Hindi movie enthusiasts."
The release adds that among the markets, the highest ratings came from four crucial markets: Gujarat’s towns and cities with a 0.1 to 1 million population delivered 11.4 TVRs, while Mumbai delivered 8.1; and Gujarat’s one million-plus cities delivered 6.1 TVRs, with Kolkata delivering 6 TVRs.
Jain also pointed out K3G on MAX delivered very encouraging numbers in the south where Hindi movies are perceived to be weaker. "Hyderabad delivered as high as 4.9 TVRs and even Karnataka pegging in with 1.6 and Bangalore with 1.4 TVRs," adds Jain.
"MAX is already the prime time leader amongst competing Hindi movie channels," says Jain, adding, "and we continue to innovate, with Mandira’s Extraaa Shots being the latest example."
Jain expressed confidence that MAX would continue to consolidate its performance and popularity amongst viewers as the preferred channel for Hindi movies and events. He said: "Amongst the current and future offerings on MAX are the 'Bollywood Ka Shehanshah' festival of Amitabh Bachchan starrers all the way till August. Starting 21 July, we have a two-week festival of high-voltage films in 'Action Dhamaka', which features such gripping films as Vaastav, Nayak, Bichchoo, and the first run of Dev Anand’s Gang, among others."