By Indiantelevision.com Team

(12 July 2008 4:00 pm)

MUMBAI: Star Plus’ flagship Bollywood event, the International Indian Film Academy (IIFA) Awards 2008, has delivered healthy ratings. As per the latest Tam ratings, Idea IIFA Awards 2008 has surpassed all other Bollywood award events telecast on Hindi channels.

With a TVR of 6.05 (4+, Hindi-speaking market, C&S) for the week ended 5 July, Idea IIFA Awards has dominated the rating muster as compared to other Bollywood award events like Zee Cine Awards, Star Screen Awards, Filmfare Awards and Stardust Awards.

In the All-India market (4+, C&S), the Idea IIFA Awards (telecast on 29 June) pocketed a total TVR of 4.38.

The IIFA Weekend and the Idea IIFA Awards are spearheaded by Wizcraft International Entertainment. With Amitabh Bachchan as the brand ambassador, the show saw performances by Govinda, Katrina Kaif, Kareena Kapoor and Akshay Kumar. The night also saw acts from the team of Mission Istaanbul and Love Story 2050.

The finale was hosted by Boman Irani, Ritesh Deshmukh and Urmilla Matondkar.

Says Wizcraft International Entertainment director Wiz Sabbas Joseph, “ I think the success is strictly because we stuck to the basics: a credible awards process that ensures that the best win; spectacular performances which are unique, creative, and, most importantly, the event experience was designed for television viewers across the world. The brand value of IIFA built over the years along with the phenomenal reach of the Star Plus platform and a robust marketing campaign are the key drivers for the visibility that the IIFA Awards has enjoyed.”

In the rate card rooster of the film award events, the Star Screen Awards raked in 5.36 TVR (telecast on 27 January, Star Plus) to stand next to IIFA Awards in the Hindi-speaking markets (HSM). The Filmfare Awards, which was shown on Sony Entertainment Television (on 2 March), took home a total TVR of 4.29.

Zee’s film award event, the Zee Cine Awards ’08 (on 17 May) that took place in London this time, earned TVR of 3.34. Stardust Awards (Max, 16 February) belted 1.89 TVR.