The second season of Prisoners of War (Hatufim) ended on a high note with 47.9% share, making it the highest-rated drama in Israel this year
Keshet International’s hit drama, on which Emmy Award winner Homeland is based, is the third highest-rated drama in Israel of all time. Online viewing reached 3,000,000.
The last episode aired on Tuesday night, December 25th at 9:45 p.m. on Keshet channel 2. The episode scored 47.9% share and 34.3% rating, the highest figure since the series debuted. The second season reached its peak in the last episodes. Over 55% of the population was exposed to the show, which garnered a 40% average market share and 27.5% rating (HH).
Ratings in the second season were 10% higher and viewership was up by 8% over season one, which aired in 2010 and was the highest-rated drama of that year as well. Season one of Prisoners of War captured an average market share of 36.8% and 25% rating. The average rating of the second season was 40% above the channel's average for the same time-slot last year, Monday and Tuesday, 10:00 p.m.-10:45 p.m., mid-October through mid-December.
Viewership is high among the 25+ audience, with the main audience being in the 35-44 age group, and higher among women than men.
The Prisoners of War site on mako, has been a resounding success. The average number of hits per day has made Prisoners of War the second most viewed site for a scripted series on the website. Data shows that hits on the website, which was also active during Season 1, were up by 160% over the previous season. Online viewing of episodes grew 100% over Season 1. Online viewing reached 3,000,000, 27% of the views were through the application.
The site contains supplementary content to the series, video teasers that provide important information beyond what is revealed in the series, an interactive game that gives hints to unsolved mysteries in the series, The Lost Years - documentation of the 17 years the men spent as prisoners of war, blogs of the characters and behind-the-scenes articles.
In late 2009, Keshet and Gideon Raff sold Prisoners of War to Twentieth Century Fox. While writing the second season, Gideon Raff partnered with Howard Gordon and Alex Gansa to write the script for Homeland, the US version of the format. Keshet is co-producer of the series. In Russia, Weit Media is set to produce a local version of Prisoners of War for an undisclosed broadcaster.
The series was sold in February to UK's SKY and aired on Sky Arts in Hebrew with English subtitles. The debut episode captured excellent viewing rates, up +160% over the average of the channel's time slot over the past year. Season one is also currently available in the US on online video service, Hulu, which recently purchased the rights to air the second season.
Elsewhere, several channels have picked up broadcast rights to the original version: Australian channel, SBS, has licensed Seasons 1 and 2 and will broadcast the series in Hebrew with English subtitles. Franco-German network, ARTE, licensed broadcast rights for Austria, Belgium, France, Germany, Luxembourg and Switzerland. Finland's YLE will air the series with Finnish subtitles.