MUMBAI: Star Movies got a boost in viewership with the telecast of the 81st Academy Awards 2009 live in February. Indians across the country were glued to the TV screens with Slumdog Millionaire in the race for the Oscars.
The Oscar airing gave Star Movies a viewership of 6.8 million across the country. The numbers came from a combined reach for two airings of the Academy Awards 2009, at 6.30 am and 8.30 pm, along with the Red Carpet exclusive.
Star Movies vice president Jyotsna Viriyala said, "This year’s Academy Awards had many more interesting elements even for the discerning viewer. Apart from being a year that had outstanding films and outstanding performances, there was Hugh Jackman, a Tony award winner, presenting the award (which was nothing short of spectacular) and there was high speculation on the posthumous award for Heath Ledger. The icing on the cake of course was Slumdog Millionaire. While the increase in shares was expected because of this, for it to have been over 200% higher, came as a big surprise. We’re very happy and feel very fortunate to have aired an event that brought so much joy and pride to all Indians."
The telecast of 81st Annual Academy Awards 2009 increased its viewership at the CS4+, All India by seven times as compared to last year (combined TVR for the two airings). Ratings amongst the core TG i.e. 15-34 SEC AB males also increased 10.9 times as compared to last year. Given the exhilaration around Slumdog Millionaire, the major markets for Oscars were: Maharashtra – 1 MN+, Kerala – 0.1 – 1, Karnataka – 0.1 – 1 and Rajasthan – 1 MN+
Star Movies registered growth of 233% in shares on 23 February, 2009 (1.6 per cent against the previous 8 weeks average of 0.5 per cent), with the airing of the Oscars.