The television broadcast of the recently-concluded India-Australia Test series has garnered highest average rating for a Test series played by India in the past four years.

ESPN STAR Sports’ commitment for enhanced viewer engagement with the introduction of Hindi commentary simulcast found favour with cricket fans as it contributed 40 per cent of the overall ratings at an impressive average rating of 2.05 TVR. About 9.28 crore people watched the telecast.

The India-Australia series has delivered almost 50 per cent higher ratings as compared to the previous India-Australia series played in Australia in the year 2011-12 which averaged 1.37 TVR.

The four-Test series also delivered 22 per cent higher ratings than the India England Test series played earlier this season, which delivered an average of 1.68 TVR.

The TV ratings peaked at 3.2 TVR on the eventful third day of the fourth Test match when Cheteshwar Pujara made a quickfire 82 in India’s pursuit for victory.

Vijay Rajput, Chief Operating Officer, ESPN Software India Pvt Ltd, said, “We are extremely delighted with the results. Our approach to the presentation of Indian cricket has been a game changer in many ways. The introduction of Hindi commentary feed has done well and so has our strong web offering through starsports.com which allows consumers to get in the game online.

“Our aggressive marketing campaigns through the season which focussed on new and upcoming heroes of team India in transition culminating with the ‘Asli Test Baaki Hai’ campaign for the India-Australia series struck a chord with fans across the country.

“Our aim is to take the viewership of this game to a completely new level – be it through our compelling campaigns, quality of talent, look and feel of the presentation, multi-platform delivery or through promoting it across the entire STAR network,” he added.

(This article was published on April 8, 2013)
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