SET MAX breaks the record of 6 years, 3 Idiots gets highest TRP among Hindi movie channels

Once again, MAX has created history with the second telecast and MAX premiere of the blockbuster movie, 3 Idiots. With a staggering average TRP of 6.0 in the four hour Sunday afternoon slot, the movie becomes the highest rated title in the Hindi movie genre, in over 6 years.

The cumulative reach of the movie was 22.6% - which means 29.1million viewers across Hindi Speaking Markets tuned in to watch the movie. The movie telecast garnered audiences across various age, gender and geographic profiles. The 3 Idiots premiere along with an impressive array of movie titles has taken MAX to leadership in the genre yet again with 196 GRPs this week, far ahead of competition.

"3 Idiots' MAX premiere deliveries:

Gender: Male (6.3 TVRs) Female ( 5.7 TVRs)

SEC: SEC AB (6.5 TVRs), SEC CDE (5.5TVRs)

Key 1Mn+ markets: Maharashtra (incl Pune) (10.7TVRs), MP (8.0TVRs), Gujarat (incl Ahmedabad)(7.2TVRs),

Commenting on the performance, Sneha Rajani, Executive Vice President & Business Head - MAX said, "We are delighted with the overwhelming response to our premiere of 3 Idiots. The universal appeal of the film has helped us garner the record breaking rating of 6, the highest for a film channel in recent times. MAX is committed to delivering the biggest blockbusters from Hindi cinema and this showcases our strength. With our innovative wrap around content, "Extraaa Shots', which was shot with the stars of the film and extensive promotion and marketing, the results are extremely satisfying.