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Breaking News :  Pro Kabaddi 2 opening match sees 45% growth in viewership
Saturday 01-August-2015, 07:03,
Pro Kabaddi 2 opening match sees 45% growth in viewership
MUMBAI: The second edition of the Pro
Kabaddi League (PKL) witnessed a
stunning opening game with a 45 per
cent increase in viewership compared
to the previous inaugural season.
The opening game on 18 July between
the defending champions Jaipur Pink
Panthers and last year’s finalists U
Mumba rated 7.2 TVM (BARC panel CS
4+), which is 45 per cent higher than
the opening game of the last season
(TAM Panel CS4+).
This surge in viewership is reflected
through the opening week, Star India
said in a statement.
This exceptional start to the second
season validates that viewers have
moved beyond the initial curiosity of
Season 1 to a deeper level of affinity
and engagement with this aspirational
Indian sport, the broadcaster added.
The appeal of PKL has cut across
demographics with women and children
contributing about 50 per cent of
viewership.
The metro contribution was 64 per
cent to overall television viewership,
demonstrating that the urban,
millennialist audiences have a strong
affinity for the sport.
On the digital front, Hotstar
witnessed massive interest from
metros and the large cities. The
tournament has seen 15 times
increase in online viewership, with
10.1 million viewers in the first week
vis-a-vis 0.7 million amassed during
the entire tournament last season.
Star India CEO Uday Shankar said, “We
are overwhelmed and delighted to see
the Indian fan’s rediscovery and
passionate following of the uber-
cool, Indian sport of kabaddi. Star
Sports Pro Kabaddi has grown from
strength to strength and while
Season 1 was about re-discovering the
game, Season 2 has seen a deepening
of engagement and appreciation for
the sport and its heroes. We would
like to thank our partners
International Kabaddi Federation
(IKF), Amateur Kabaddi Federation of
India (AKFI), Mashal Sports and our
sponsors for their tireless
commitment towards realizing this
great vision.”
The tournament was also one of the
most talked-about events on social
media. The opening day of the
tournament saw #ProKabaddi trending
across India, as fans from Jaipur and
Mumbai resumed their rivalry in a
replay of last year’s final.
To date, PKL 2 has seen over 230,000
conversations on social platforms,
driving 5 billion potential impressions.
This is approximately 3 times as much
as than last year’s numbers.
In its second season, Star Sports Pro
Kabaddi has created a pride of place
for the National Anthem, with
eminent personalities, iconic
musicians, and bands performing the
anthem. In a befitting opening, the
country’s biggest super star Amitabh
Bachchan sang the National Anthem on
18 July, followed by Saurav Ganguly
on the opening day in Kolkata.
Separately in recognition of the need
to drive social transformation through
sport, PKL is committed to the
‘Swacch Bharat Abhiyan’ initiative
across eight franchise markets to
involve in-stadia audiences, clubs and
players as well as viewers on TV to
keep their surroundings clean.
Star had launched a marketing blitz
for the league with the #LePanga
thematic campaign that reached its
peak with Bachchan’s energised rap
rendition of the theme song.
The campaign included star-studded
tie-ups with Salman Khan’s
blockbuster release ‘Bajrangi
Bhaijaan’ and Ajay Devgn’s
‘Drishyam’. PKL made season 2 even
more ‘stylish’ by signing youth icon
and reigning star of Telugu cinema
Allu Arjun as its league ambassador in
the Telugu belt.
Hotstar launched a series of unique
content with shows like ‘Jabaddi’,
featuring Bollywood veteran Jaaved
Jaaferi, and ‘Ultimate Panga’, hosted
by youth icon and heartthrob
Rannvijay Singh. Hotstar associated
with VJ Jose to create ‘Tickle Bombs’,
which are short and funny clips around
the fun quotient of kabaddi.
http://www.televisionpost.com/television...iewership/
ANIL G
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