IIFA Awards telecast on Colors garners 7.7 mn impressions

MUMBAI: The telecast of the 19th edition of the International Indian Film Academy (IIFA) garnered 7.7 million impressions on Colors, as per BARC (HSM, 2+). This season of IIFA ranked as the second highest rated award show in the last one and a half year. It also beat its own ratings of the previous 4 editions this year.

Celebrating Indian cinema worldwide, NEXA IIFA Awards Styled by Myntra was hosted in the cosmopolitan city of Bangkok, Thailand at the reputed Siam Niramit Theatre. The event was graced by the timeless beauty Rekha, who performed live for the first time after 20 years on this grand stage. In what was a fitting tribute, the Gen X of Bollywood – Ranbir Kapoor, Kriti Sanon, Arjun Kapoor, Varun Dhawan, Kartik Aryan and Nushrat Bharucha descended on the stage to celebrate with the veteran star.

The segment featuring her scintillating performance was the highest rated segment for the show with 3.1 TVR that peaked at 3.6 TVR, the highest for the entire duration of the award show. In fact, IIFA 2018 managed to double its viewership vis-a-vis last year – from 2.9 million in 2017 to 5.8 million in the year 2018. The show further garnered a reach of a phenomenal 32 million viewers and has been the highest sampled event since January 2017.

The IIFA Awards has been conceptualised and produced by Wizcraft International.

Commenting on the content for this year’s awards, Wizcraft International Director Sabbas Joseph said, “I think what has contributed to this year’s outstanding viewership is that we featured some very unique content, including Rekhaji’s performance. Working on the youth dynamics, we had a lot of young, talented stars, who have a great following, including Ranbir Kapoor, Karthik Aaryan, Kriti Sanon, Arjun and Shraddha Kapoor. Also, the sharp editing, selection of songs and amazing choreography definitely contributed to a more entertaining show.”

Commenting on their association with IIFA Awards, Viacom18 COO Raj Nayak noted, “We are extremely happy with our association with IIFA. It is the highest rated event of the year and the viewership has grown from 2.8 million to 5.9 million which is almost double than the previous year. If Bollywood is popular on the world stage today, I wouldn’t hesitate to say it is because Wizcraft sowed the seeds 18 years back by taking Bollywood to the world.”

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