India, March 21 -- It's that time of the year when the nation's favourite summer pastime comes back to life. Even as the Indian Premier League (IPL) celebrates adulthood with the new edition getting underway on Saturday, the broadcasters are eyeing 70 million untapped TV homes and 250-300 mobile devices yet to press the download IPL button.

But this appointment viewing is an output of accurate scheduling that is formulated after sifting through multiple excel sheets studying viewer demographics and franchise affinity.

Did you know the afternoon matches get 40 percent fewer viewers than evening matches? Even the MI-CSK rivalry wouldn't do any better if you made them brave the heat. Sunday double-headers fare a little better. The drop in ...