Charu's Angels Accomplish Mission
The evidence is everywhere. In homes across the country, the eves are glued to their telly, following the fortunes of the Indian team. In restaurants, pubs and coffee shops boasting big-screen TV sets, giggly girls and matronly home-makers alike watch cricket cheek by jowl with their beer-guzzling, coffee-drinking, chain-smoking male counterparts, wildly cheering India. Teachers keep track of scores via sms and young girls are betting on the fortunes of the Indian team. Even the Indian media corps covering the Cup in South Africa is packed with women hacks.
It's also just what Sony Entertainment Television (SET) MAX, the channel that's spent close to $255 million to bag the Cup and other icc tournament rights till 2007, ordered. Get a load of this: over 2.2 crore women have watched the matches being played in South Africa on MAX and Doordarshan and the numbers are increasing. Female viewership comprises an astounding 46 per cent of the total. trps for female viewership for India matches till last week climbed to a phenomenal 9.8, up from 3.9 during last year's NatWest Trophy in England (see graphic). "This rating surprised us all," confesses SET executive VP Rajat Jain, "though we'd strategised to get women to watch as much cricket as possible." [Outlook]
The evidence is everywhere. In homes across the country, the eves are glued to their telly, following the fortunes of the Indian team. In restaurants, pubs and coffee shops boasting big-screen TV sets, giggly girls and matronly home-makers alike watch cricket cheek by jowl with their beer-guzzling, coffee-drinking, chain-smoking male counterparts, wildly cheering India. Teachers keep track of scores via sms and young girls are betting on the fortunes of the Indian team. Even the Indian media corps covering the Cup in South Africa is packed with women hacks.
It's also just what Sony Entertainment Television (SET) MAX, the channel that's spent close to $255 million to bag the Cup and other icc tournament rights till 2007, ordered. Get a load of this: over 2.2 crore women have watched the matches being played in South Africa on MAX and Doordarshan and the numbers are increasing. Female viewership comprises an astounding 46 per cent of the total. trps for female viewership for India matches till last week climbed to a phenomenal 9.8, up from 3.9 during last year's NatWest Trophy in England (see graphic). "This rating surprised us all," confesses SET executive VP Rajat Jain, "though we'd strategised to get women to watch as much cricket as possible." [Outlook]
posted by cyph3rpunk at 3/17/2003 02:39:00 PM
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