Master Blaster Sachin Tendulkar’s farewell Test has turned out to be the highest rated Test match on television in India in the past eight years. The match garnered 1,739 Average TVT which remains unmatched since 2005 (Source – TAM: Average TVTs; TG: C&S 15+, M, SEC ABC). The two-Test India-West Indies series was showcased on Star Sports 1, Star Sports 2 and Star Sports HD1 in English while Star Sports 3 showcased the match in Hindi. The series was also streamed live on www.starsports.com.
Star Sports network channels together had the maximum channel share across all genres during the six completed playing days of the Test series (overall TVTs generated during the day).www.starsports.com attracted 3.5 million unique visitors during the two Test matches.
Star Sports mounted the India-West Indies series in a way that has never been seen before in the country. The sports broadcaster launched a 360-degree initiative involving interesting programming, innovative production, disruptive marketing to add buzz around Maestro’s farewell series. The broadcaster launched as many as three high quality programmes to engage deeper with the cricket fan who was immersed in Sachin mania. Star Sports launched a distinctive ‘Cheer for Sachin’ campaign featuring stars from Bollywood, cricket and television invoking Sahin’s fans to cheer ‘Sachinnn, Sachin’. Even on ground, Star Sports initiated a multitude of interesting activities to make the series memorable for fans who flocked to watch the maestro in action.
Star India’s CEO Uday Shankar presented Sachin Tendulkar with the first Star Sports ‘Believe’ Trophy during the post presentation ceremony in Mumbai. Starsports.com has specially launched a ‘Sachin Memory Project’ which has received rave reviews with many regarding it as the best salutation to the Little Master. Sachin Memory Project is a unique timeline that captures Sachin’s 24 years with videos and stories.
Nitin Kukreja, Head of Sports Business, Star India, said, “We are delighted with the ratings. We are humbled that the maestro’s farewell series was played on our network and wanted to give him a befitting farewell. I am happy to note that cricket fans have appreciated our efforts.”