Monopoly ends, IPL audience landscape set to change from 2023 – The New Indian Express

Express press service

CHENNAI: As the online auction of Indian Premier League media rights came to a halt after three days on Tuesday, the Board of Control for Cricket in India (BCCI) got rich with Rs 48,390 crore (USD 6.20 billion). In the end, the IPL, in addition to continuing its association with Disney Star, also welcomed on board the joint venture Viacom18 and Times Internet as television and digital partners for the 2023-27 five-year cycle.

With the auction having two different parties (Times Internet has overseas rights), the IPL and Indian viewers are entering uncharted territory. Since the creation of the League in 2008, Sony and Star have enjoyed a monopoly in television and digital space. With BCCI opting this time for a new formula, this monopoly has come to an end. Audiences in the Indian subcontinent are now able to choose which platform they want to watch the IPL on.

Given all the growth the IPL has witnessed over the years, the need to offer the product to a family audience meant, compared to other global leagues like the National Football League, the English Premier League and the NBA, that the broadcast has rarely been fair. Every IPL season, aside from inconsistent officiating, this is the commentary that faces the maximum backlash on social media. For a league that has positioned itself on the global stage, the broadcasting aspect, especially the commentary, remains at a level where there is huge room for improvement.

With BCCI picking the commentators for the global stream, unless Disney Hotstar and Viacom18 have the option of building their own team, not much will change. But in the previous cycle, the Select Dugout show on Star Sports Select HD and vernaculars – especially Tamil – proved to be a hit with fans. Without the noise and prefix to use the sponsor’s name for a limit, six, new ball and slog overs, they were much more analytical and also brought the fun element that is expected of a family audience.

“The comment is irrelevant. The IPL audience is different. They don’t watch other sports. If you look at other events you would obviously say the IPL is amateurish and not as good as the western world. But they’ll catch up at some point, because to get ad revenue, they have to get looks. And to get eyeballs, you have to raise the bar. People now have a choice. It’s not one cake and everyone will compete internally. They will try to improve the viewing model,” said Prahlad Kakkar, India’s leading commercial director.

With Viacom18 JV picking up the digital space, it would be interesting to see how the audience and advertising dynamics change with Disney Star taking over the TV side. Kakkar thinks Viacom will change the landscape.

“What’s going to happen is that Viacom18 will be very strong in delivering the digital side of the IPL because they have deep pockets. You can watch the IPL on a phone or a tab and they’re ready for that. kind of a leap. There was a time when people were saying that there are so many people in India who don’t watch anything digital or do digital business. Covid has totally messed everything up. If you’re not logged in digitally, you’re isolated. Whether it’s Tier II or Tier III cities, everyone is digitally connected on the go, so Jio and Viacom are trying to tap into that substantial digital market,” he said. -he declares.

While Disney Star will pay 57.5 crores per game, Viacom18 going hard for Package C will pay 58 crores per game for digital viewing. With TV still enjoying significant ad revenue compared to OTT platforms, there are doubts about Viacom18’s ability to make returns. But Kakkar believes the split in broadcasting will also split the advertising industry.

“Only traditional TV viewers will prefer TV because they are used to watching it from their couch. But TV is now so advanced that you can just switch to Firestick and watch it digitally. Marketers are going to advertise on two different broadcasters. Popular, low, low products that are universal will go to TV. White goods will go to the digital platform. So even the advertising cake will be shared. Data is a very crucial part of this whole game. You you can’t fake data and demographics. Any analytics company doing AI will give a segmentation of who’s watching what on what channel and can plan their advertising strategy accordingly,” Kakkar added.

CHENNAI: As the online auction of Indian Premier League media rights came to a halt after three days on Tuesday, the Board of Control for Cricket in India (BCCI) got rich with Rs 48,390 crore (USD 6.20 billion). In the end, the IPL, in addition to continuing its association with Disney Star, also welcomed on board the joint venture Viacom18 and Times Internet as television and digital partners for the 2023-27 five-year cycle. With the auction having two different parties (Times Internet has overseas rights), the IPL and Indian viewers are entering uncharted territory. Since the creation of the League in 2008, Sony and Star have enjoyed a monopoly in television and digital space. With BCCI opting this time for a new formula, this monopoly has come to an end. Audiences in the Indian subcontinent are now able to choose which platform they want to watch the IPL on. Given all the growth the IPL has witnessed over the years, the need to offer the product to a family audience meant, compared to other global leagues like the National Football League, the English Premier League and the NBA, that the broadcast has rarely been fair. Every IPL season, aside from inconsistent officiating, this is the commentary that faces the maximum backlash on social media. For a league that has positioned itself on the global stage, the broadcasting aspect, especially the commentary, remains at a level where there is huge room for improvement. With BCCI picking the commentators for the global stream, unless Disney Hotstar and Viacom18 have the option of building their own team, not much will change. But in the previous cycle, the Select Dugout show on Star Sports Select HD and vernaculars – especially Tamil – proved to be a hit with fans. Without the noise and prefix to use the sponsor’s name for a limit, six, new ball and slog overs, they were much more analytical and also brought the fun element that is expected of a family audience. “The comment is irrelevant. The IPL audience is different. They don’t watch other sports. If you look at other events you would obviously say the IPL is amateurish and not as good as the western world. But they’ll catch up at some point, because to get ad revenue, they have to get looks. And to get eyeballs, you have to raise the bar. People now have a choice. It’s not one cake and everyone will compete internally. They will try to improve the viewing model,” said Prahlad Kakkar, India’s leading commercial director. With Viacom18 JV picking up the digital space, it would be interesting to see how the audience and advertising dynamics are changing with Disney Star taking over the TV side. Kakkar thinks Viacom is going to change the landscape. “What’s going to happen is that Viacom18 will be very strong in delivering the bare side IPL America because they have deep pockets. You can watch the IPL on a phone or a tab and they’re ready for that kind of leap. At one time people used to say that there are so many people in India who don’t watch anything digital or do digital business. Covid has totally scrambled everything. If you are not digitally connected, you are isolated. Whether Tier II or Tier III cities, everyone is digitally connected on the go. Jio and Viacom are therefore trying to tap into this substantial digital market,” he said. While Disney Star will pay 57.5 crores per game, Viacom18 going hard for Package C will pay 58 crores per game for digital viewing. With TV still enjoying significant ad revenue compared to OTT platforms, there are doubts about Viacom18’s ability to make returns. But Kakkar believes the split in broadcasting will also split the advertising industry. “Only traditional TV viewers will prefer TV because they are used to watching it from their couch. But TV is now so advanced that you can just switch to Firestick and watch it digitally. Marketers are going to advertise on two different broadcasters. Popular, low, low products that are universal will go to TV. White goods will go to the digital platform. So even the advertising cake will be shared. Data is a very crucial part of this whole game. You you can’t fake data and demographics. Any analytics company doing AI will give a segmentation of who’s watching what on what channel and can plan their advertising strategy accordingly,” Kakkar added.

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