:“All Izz Well’ when an entire nation sits glued to SONY Entertainment Television to watch the biggest blockbuster of all time – 3 Idiots, making it the biggest blockbuster on Indian Television with a staggering 10.9 TVRs.
The cumulative reach was 30.5% - which means every third Indian on 25th July evening chose to watch SONY Entertainment Television.
Like in old days it was a national phenomenon – the premiere has not only posted record numbers – but achieved something which we no longer see on Indian television – brings families across the nation together to watch one property by appointment on television.
A nation-wide phenomenon, the ‘3 idiots’ premiere telecast captivated people across gender, age, socio economic groups and geographies resulting in deliveries like never before.
‘3 Idiots’ premiere deliveries:
- Gender: Male (10.9TVRs and 30.8% Reach), Females (10.9TVRs and 30.1% Reach)
- Age: 4-14yrs (11.1TVRs), 15-24yrs (12.6TVRs), 25-34yrs (10.5TVRs), 35-44yrs (10.4TVRs), 45-54yrs (10.5TVRs)
- SEC: SEC A (13.6 TVRs), SEC B (12.2TVRs), SEC C (9.8TVRs), SEC D (8.7TVRs)
- Métros: Mumbai (17.7TVRs), Delhi (12.2TVRs), Kolkatta (7.2TVRs)
- 1Mn+ markets - Maharashtra (17.1TVRs), MP (15.9TVRs), Gujarat (13.0TVRs), Rajasthan (11.4TVRs) and UP (9.8TVRs).
- Less than Mn markets – Gujarat (17.6TVRs), Assam (17.4TVRs), Chhattisgarh (11.9TVRs), Maharashtra (9.1TVRs), Orissa (7.7TVRs)
Commenting on the performance, Manjit Singh – CEO, Multi Screen Media said, “As a company, we are committed to bringing the biggest and the best properties for our viewers. ‘3 Idiots’ is a continuation of our commitment to this vision and we are delighted with the performance of the premiere telecast on SONY Entertainment Television.”
“I am delighted with the rating of 10.9 TVRs which break all previous records and makes it most watched television property of last 2 years. Sony Entertainment Television always endeavors to bring content that can be watched by the entire family across the cross section of the vast and the diverse demography and geography that is India. 3 Idiots is one such property which embodies the channel’s brand values”, said NP Singh – COO Multi Screen Media.
Ajit Thakur – EVP and Business Head, SONY Entertainment Television said, “Such a record breaking viewership is result of aggressive marketing and ‘a never seen before’ presentation of a movie on television. Starting with celebrating “All izz well” week on the channel where the theme of the movie was weaved across the existing programmes, making the premiere of 3 Idiots one of the most anticipated events on Indian television. The wrap around programming during the movie telecast enhanced the viewing experience resulting in record breaking time spend by audience.
“I would like to thank the team of 3 Idiots – Mr. Vidhu Vinod Chopra, Mr. Raju Hirani, Mr. Aamir Khan, R Madhavan, Boman Irani, Sharman Joshi and Omi Vaidya for giving us their valuable time and creative energies that went a long way into making this premiere not just a record breaking property but also an unforgettable viewing experience on Sony Entertainment Television” concludes Mr. Thakur. |
