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IPL propels SET Max to Indian TV highs

The Indian Premier League's broadcast partner, Sony Entertainment Television (SET) Max, has soared above the competition in terms of premium TV viewing figures as India once again falls prey to the glitzy annual twenty20 cricket tournament.

New ratings figures from TAM Media Research show the second week of DLF IPL season 5 has drawn weekly GRPs of 341 among CS4+ individuals in Hindi speaking market, and 310 pan-India: putting Max firmly at the top of the channel league in both categories.

Star Plus, the second most watched premium channel, garnered 262 GRPs in the Hindi speaking market (HSM), and 215 across India; followed by Zee TV with 192 in HSM and 150 across India, and Viacom18's Colors with 190 in HSM and 147 pan India.

"The verdict is out. DLF IPL 2012 has once again established MAX's leadership position amongst all channels. Our prime time ratings evidently indicate that DLP IPL continues to be the most watched spectacle on Indian television, which enthrals families across the length and breadth of this cricket crazy nation," said Neeraj Vyas, executive vice president and business head, SET Max.

Max's primetime viewership is currently hitting an average of 4.2 television ratings points, compared to Star Plus's 2.4 or Colors' 1.8 TVR in the Hindi speaking market, according to TAM.

"We are confidant that as the tournament progresses, MAX will continue to offer value to its partners and viewers alike," Vyas added.

In spite of disappointing opening week ratings, the IPL continues to be the hottest property on Indian television, reaching 124 million people in just its second week.

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