AXN’s 13-episode original production is the fourth edition of the Asian adaptation of the multiple Emmy-award winning The Amazing Race reality contest format. The latest series delivered 19.3 million viewers across Asia, an improvement of more than 32 per cent over season one.
Ratings for its fourth season rose 37 per cent over the previous season among pay-TV four+ audiences in Singapore, Malaysia, Philippines, Hong Kong, Taiwan and India. TARA 4’s average timeslot ratings made AXN the number one English pay-TV channel among its target PMEB audiences and the cable four+ segment in both markets.
Season 4 drove up average timeslot ratings 141 per cent in the Philippines, 109 per cent in Malaysia, and 67 per cent in Singapore. Lead-in ratings also rose almost seven times in the Philippines while growing 135 per cent in Malaysia and 72 per cent in Singapore.
A major draw for viewers was the finale episode, which saw Filipino best friends Richard Hardin and Richard Herrera win US$100,000 in cash. They won the race that took them across Malaysia, Sri Lanka, the Philippines, New Zealand, Australia, Indonesia, South Korea and Singapore.
Season 4’s final instalment, which aired 9 December 2010, garnered AXN the top spot in its timeslot ratings among international channels in the region. Ratings for the finale episode also grew around 10 per cent over that of Season 3.
TARA 4 was sponsored by Sony Electronics Asia Pacific, Caltex, Axiata Group, and Official Hotel Partner Hilton Hotels & Resorts.
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