ICC World T20 attracts record TV audiences
Rebecca Hawkes | 23-04-2014
A record 133.1 million people across India watched this year's ICC World T20 tournament on Star Sports 1 and Star Sports 3 - a 23.4% increase in TV viewers for the international cricket event in 2012, according to ratings agency TAM.

Digital traffic was also unprecedented, with the tournament's final between India and Sri Lanka drawing 1.93 million unique individuals and 3.76 million visits to starsports.com. Video streaming of the event generated 22.4 million visits.

Star's digital portal attracted more than 8.09 million users overall during the two week long ICC World T20 tournament.

"Our aim is to consistently re-shape and enrich consumer experience. During this edition, we introduced innovations like the LED stumps; there was increased focus on analytics and graphics to augment consumer engagement. The invitation to the consumer was done via a high decibel 'Duniya Badlegi campaign' which generated global level engagement," said Nitin Kukreja, head of sports business, Star India.

"We are enthused with the positive feedback on the unprecedented production and broadcast effort. This will motivate us further to set even higher benchmarks in the future."