20 Sep 2017
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First two games of Women’s Kabaddi Challenge garner 38 mn viewers

MUMBAI: Star India’s latest experiment with kabaddi in the form of Women’s Kabaddi Challenge (WKC) has created a milestone, with the first two games garnering 38 million viewers at the all-India CS 4+ level, as per BARC data.

The two games featuring India’s best women players were played on 28 and 30 June in Mumbai and Jaipur respectively.

They delivered an average 7.2 million impressions on TV at an all-India CS 4+ level. This is 2.5 times higher than the previous viewership high of 2.9 million impressions recorded for the ICC World T20 2016 second semi-final game between New Zealand and the West Indies, the highest rated Women’s game to date.

Nitin KukrejaStar’s #CROSSTHELINE campaign celebrated the changing paradigms and breaking stereotypes by women from all walks of life. The immense support from the fans testifies to the WKC’s position as a manifestation of this journey.

“The Women’s Kabaddi Challenge has garnered the highest-ever viewership for any women’s sport in this country to date. This is not only a watershed moment for women’s sport in this country but also shows how kabaddi continues to grow from strength to strength,” said Star Sports CEO Nitin Kukreja.

He further added, “Pro Kabaddi began with a vision, and four seasons down the line, we have witnessed phenomenal success that no one expected. Certainly India loves kabaddi.”