Sachin Tendulkar's Cricket Finale Receives Highest Ratings In Eight Years
TAM data sourced from Star Sports revealed that Sachin Tendulkar's farewell test match "was the highest rated test match on television in India in the past 8 years," according to Urvi Malvania of the Indian BUSINESS STANDARD. The match "enjoyed an average viewership of 1.74 million (cable and satellite markets including males 15 years and above from SEC AB and C) across Star Sports 1, Star Sports 2 and Star Sports HD1 (English feed) and Star Sports 3 which showcased the match in Hindi." The broadcaster also revealed that "Star Sports network channels together had the maximum channel share across all genres during 6 playing days of the test series." Star Sports "mounted the India West Indies test series in a way that has never been seen before in the country." The sports broadcaster "launched a 360 degree initiative involving special programming, innovative production, disruptive marketing to add buzz around Tendulkar's farewell series" (BUSINESS STANDARD, 11/21).