Rohit Sharma has turned out to be a gold mine for the India-Sri Lanka series broadcaster Star Sports. A fiery century in the second T-20 international by the stand-in captain of the Indian cricket team has set a new benchmark for the live cricket broadcast in India. The 16,294,000 impression Star Sports 1 Hindi has registered for the live broadcast of the match are 500% higher than the viewership data for Rohit’s ODI double century in the previous week.
An innings that had raised the prospect of a double century in the T20 international also enabled DD Sports to progress to the No. 1 position in the Indian television sports genre Top 5 table. DD, riding on the Rohit Sharma double century in the second ODI, last week had regained to the Top 5 position after 36 weeks. DD Sports has gained over 325% viewership impressions for the week.
Four of the top 5 sports shows for Week 51 on the Broadcast Audience Research Data chart are respectively live broadcast of the second and first T20 international, with Hindi language programming on Star Sports 1 and DD Sports heading the charts.
The Rohit’s knock also helped SS 1 Hindi further consolidate its position as the number one sports channel – registering 413,378,000 impressions for the week, a more than 100% jump over the 205,163,000 impressions registered during Week 49. DD-1 further consolidated its position to scale up to the No. 2 slot.
Star Sports and DD will be pinning their hopes on the third T20 international, the last game of Sri Lanka’s tour of India. It will also be interesting to see how the badminton league, which is drawing empty stands in the stadiums, fares on the tube. The league has got a cold shoulder from broadcaster Star Sports, which this year has attributed no channel for Hindi programming of the league.