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T20 World Cup this year posts record viewership

MUMBAI: The ICC World T20 2014 has emerged as the most watched international T20 tournament ever on TV as well as digital domain in India. According to data provided by research agency TAM, the 2014 edition of ICC World T20 has recorded 13.31 crore viewers across the country.

This is 23.4 per cent higher than the reach generated in the 2012 edition and more than 57 per cent if compared with the 2010 edition. When extrapolated to the all-India universe, as per standard industry conversions, around 39 crore Indians watched the recently concluded ICC World T20. The video streaming of ICC World T20 2014 on generated 2.24 crore visits.

The 2014 edition has generated a record 1222951 TVTs. This is almost 45 per cent higher than the 844400 TVTs generated during the ICC World T20 2012 edition. The six India matches in ICC World T20 have generated 672861 TVTs, which, again, is a record for any ICC World T20. India matches during the 2012 edition had generated 396801 TVTs.

The TAM data is based on ICC World T20’s broadcast on SD channels Star Sports 1 and Star Sports 3. The traction garnered on Star Sports HD 1 will be in addition to this.

The video streaming of ICC World T20 2014 on, India’s first multi-sports digital service, has garnered unprecedented traction on the digital domain. The ICC World T20 final between India and Sri Lanka on attracted a record 19.3 lakh unique individuals watching video on the destination, delivering an unprecedented 37.6 lakh visits.

Overall, attracted more than 80.9 lakh users during the fortnight-long tournament delivering more than 2.24 crore visits. The consumer engagement on is continuing to grow dramatically. A total of 101 million live minutes of video were consumed by users during the last four matches played by India in the tournament, with an average of more than 30 minutes per live view.

Star India head of sports business Nitin Kukreja said, “Our aim is to consistently re-shape and enrich consumer experience. During this edition, we introduced innovations like the LED stumps; there was increased focus on analytics and graphics to augment consumer engagement. The invitation to the consumer was done via a high-decibel ‘Duniya Badlegi Campaign’ which generated global-level engagement. We are enthused with the positive feedback on the unprecedented production and broadcast effort. This will motivate us further to set even higher benchmarks in future.”