"3 Idiots" breaks all records on TV, Sony records 10.90 TVR

Many Bollywood movies have been telecast across various General Entertainment Channels (GEC), but Vidhu Vinod Chopra's 3 idiots seems to have broken all records. The movie got Sony Entertainment Channel a TVR of 10.9 The movie was premiered on 25th July 2010, Sunday. The movie telecast got the channel a Gross Ratings Point (GRP) of 270 for the 31st week while its 30th week's GRP was just 162. The movie's cumulative reach was 30.5%. The channel gathered a TVR of 17.7, 12.2 and 7.2 from Mumbai, Delhi and Kolkata respectively.

Sony Entertainment Channel gathered a channel share of 18% and Zee TV followed it with a channel share of 16%. Star Plus and Colors were the top two channels with a market share of about 25% and 20% respectively.

The TVRs across states were 17.6, 17.4, 11.9, 9.1, and 7.7 in Gujarat, Assam, Chhattisgarh, Maharashtra and Orissa respectively.

Ajit Thakur, Executive Vice President and Business Head, Sony Entertainment Channel, said, "I would like to thank the team of 3 Idiots ' Mr. Vidhu Vinod Chopra, Mr. Raju Hirani, Mr. Aamir Khan, Madhavan, Boman Irani, Sharman Joshi and Omi Vaidya for giving us their valuable time and creative energies that went a long way into making this premiere not just a record breaking property but also an unforgettable viewing experience on Sony Entertainment Television."

"We started with celebrating "All izz well" week on the channel where the theme of the movie was weaved across the existing programmes, making the premiere of 3 Idiots one of the most anticipated events on Indian television. The wrap around programming during the movie telecast enhanced the viewing experience resulting in record breaking time spend by audience," he further added.

The channel reached to 81 million audiences in the 31st week and led the market in terms of channel and reach.

NP Singh, Chief Operating Officer, Multi Screen Media, said, "I am delighted with the rating of 10.9 TVRs which break all previous records and makes it most watched television property of last 2 years. Sony Entertainment Television always endeavors to bring content that can be watched by the entire family across the cross section of the vast and the diverse demography and geography that is India. 3 Idiots is one such property which embodies the channel's brand values."