Himanshi Dhawan/TNN

New Delhi, May 2: Lights, camera, action. Edge-of-the-seat thrills with sound effects, an item number and a Shah Rukh Khan guest appearance thrown in. No, it's not a Bollywood blockbuster or a TV serial that is pulling in eyeballs. In the age of reality TV, IPL's Twenty20 bonanza is the new entertainment.

The new cricket format is obviously packing a big punch with viewers, women in particular. TV audiences, much like those who are watching action at the stadia, seem to be lapping up the big glitzy shows under floodlights every evening. Cricket is at the centre of the action, but it is part of a package with other elements that are almost as essential.

Siddhartha Mukherjee, TAM's vice-president (communications), feels the new format has proved its across-the-board appeal to audiences beyond sports lovers.

"People are not watching IPL just for cricket. It is all-round entertainment with film stars, cheerleaders and also some great cricket," he said. Whether it is Akshay Kumar rappelling across Ferozeshah Kotla or cheerleaders strutting their stuff during breaks or the spectacle of watching Muttiah Muralitharan play alongside M S Dhoni, people are liking the mix of visual delights.

IPL has also been responsible for busting the myth that not too many women watch cricket. Women have shown a far higher interest in IPL.

About 36% of the total audience share watching IPL comprises women. Incidentally, it is the same number that watched India play in the much-hyped World Cup pre-semi-final stage as had been reported then.

While one-third of the audience being women may not appear to be a large share of the pie, the number gains significance when compared to general entertainment programmes.

Soaps and family dramas usually have 70% women out of the total viewership while Kaun Banega Crorepati , at the height of its popularity, drew 55% female viewership.

Another indicator are TRP ratings that the programme has drawn. IPL began its innings with a bang and a viewership of 8.21 in six metros on April 18 but this came down to 4.97 on April 19. The latest figures available with TAM show that viewership has gone up to 5.57 for six metros — Delhi, Kolkata, Hyderabad, Bangalore, Chennai and Mumbai.

Comparatively, the rating for the Challenger Trophy held in 2007 was a mere 0.37 despite a high interest in cricket and massive publicity. News programmes draw TRPs of 1-2 while soaps average 3-4 points.

According to industry sources, IPL could be the next mass-based programme attracting not just men but women and youth as well.