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Business News›Industry›Media/Entertainment›Media› Star Sports won’t let Reliance get a ‘free hit’ in Galaxy IPL viewing battle.
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The IPL battle is going to intensify this year and we are looking forward to the most important galactic battle of the IPL between the titans Star Sports and Reliance-owned GeoCinema, which will telecast the matches for free in 4K resolution on its OTT platform. Star Sports didn’t sit on the fence and ramped up the ad to convince the audience why IPL is so much fun on TV. This off-field battle is not for today but will give great tips on future vision.
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For most Indians, they eat, sleep and breathe cricket. Excitement runs high during the Indian Premier League, the richest franchise cricket league and one of the most watched sports in the world. According to brand valuation analyst Brand Finance, the value of the IPL doubled last year to $8.4 billion.
Considered as India’s Super Bowl, IPL is enjoyed as a summer sport in India. The league is a golden goose, a battleground for brands, advertisers and of course broadcasters.
The battle will be intense this year and we look forward to a special galactic battle in the IPL between titans Star Sports and Reliance-owned Geocinema, which will stream the games for free in 4K resolution on its OTT platform. This off-field battle is not for today but will give great tips on future vision.
Reliance bagged Package B (digital rights for the Indian subcontinent), C (non-exclusive digital rights for 98 matches across five seasons in the Indian subcontinent) and the lion’s share of the IPL broadcast rights (for 2023-2027). 23,758 crore for Rs.
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Many have praised Indian billionaire Mukesh Ambani’s move to acquire OTT rights.
After paying billions, Reliance also made a ‘full-toss’ offer to stream matches on OTT for free. Some analysts and experts see Ambani building something that will pay off in the long run. For example, the movement sees itself advancing its mobile business through the use of data.
Also, Ambani’s mobile-internet startup Jio Platforms wants to hit Dalal Street sometime in the near future, even as rival tycoon Gautam Adani is hit by the pitfall following the Hindenburg allegations.
Disney+ Hotstar reported a 6% decline in paid subscribers in October-December. Some attributed the drop in subscribers to the lack of IPL broadcasting rights.
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However, industry sources, who did not want to be identified, attributed the decline in subscribers to the migration of Disney+ Hotstar subscribers in other markets to Disney+.
Star Sports didn’t sit on the fence and ramped up the ad to convince the audience why IPL is so much fun on TV.
Star Sports’ new campaign (IPL is better on TV) is the first step towards maintaining TV dominance and respect for advertisers and broadcasters,” said Swaroop Gupta, Finance Director and Head of ESG Rating Services, Economist Intelligence Unit.
“Sports remains a collective experience in India, with penetration, knowledge and experience of TV broadcasters unchallenged. In contrast, cord-cutters, viewers who ditch TV for streaming services, account for only 0.2% of the TV world by most estimates,” he said. Said. He added.
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According to YouGov, 83% of viewers prefer to watch sports on television. The 2022 Asia Cup saw a 12% increase in TV ratings, according to the Broadcast Audience Research Council. The India-Australia T20I series generated 36% higher viewership than its predecessor in 2019 and was the highest-rated T20I bilateral series in the last five years. The India-South Africa series is 47% higher than the previous series in June 2022. India-Sri Lanka is now complete and India-New Zealand has also seen a 63% increase in ratings.
Viewership of sports on television will increase by 11% in 2022, with 758 million viewers watching sports on TV. The total number of TV channels created is up to 900 million and it is estimated that there is a huge potential to grow.
Star Sports is banking on data and making it fast, rolling out 360-degree ads that reach every corner of the country in the lead-up to the IPL.
The company said it will make every effort to ensure that more people get access to Star Sports. Star Sports is launching its first two HD sports channels Star Sports Tamil HD and Star Sports Telugu HD to capture the growing premium HD audience in the South Indian market and fill the gap in HD channels for sports viewers.
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“We will have over 100 speakers and want to connect with the audience in a very big way. We will focus on building and connecting the community and create content around IPL for different groups from school children to sports schools. One hand to young mothers,” the company told ET Online.
Star Sports announced that the IPL will be broadcast on more than 22 channels with more than 10 channels. “Disney Star Network with 30%+ market share will leverage its network strength to make IPL the biggest on TV. It will have the largest IPL broadcast coverage with the largest bouquet of channels,” it said.
Given the high viewership of IPL on TV, television is the medium of choice for promoting brands. IPL on TV is where brands are built and no one wants to miss it, the company said.
According to industry sources, Star Sports aims to reach 500 million viewers through IPL this year, up from the 400 million the network reached in previous editions.
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“If the last few months of live cricket at Star Sports goes by, we have seen different consumers across the board advertising with us. We are seeing good interest from the consumers we meet in IPL 2023 and we expect a positive response,” the broadcaster said.
There are over 100+ advertisers on TV every year and 75% of Indian B2C startups have used IPL on TV to become unicorns. The IPL is at the fore when it comes to the use of advertising across media properties and platforms available to advertisers. It is also always helpful in stimulating the economy.
“Summer is also the time when brands across many sectors become active advertisers and no other platform can deliver the volume of brands on television like IPL,” Star Sports said.
Star Sports believes that this edition of IPL will generate more interest than in recent years, making it easier for broadcasters to pursue growth targets.
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This time it is after a year that the rich cricket competition has not been there for the last three years. The revival of the games in the country after three years will make local markets in the cities where the games are held, much to the delight of the spectators.
Some experts and analysts believe that Reliance will not pose a threat to Star Sports or any other TV broadcaster as viewers will be in front of their TV sets.
“I don’t see people watching IPL matches at home on their phones. It’s more directed when you’re on the go. A big part of the game is on TV at home because you need a big screen. ‘On the go. You watch the matches as content,” said Karan Taurani, senior vice president and media analyst at Elara Capital. .
“So, I think sports is a strong program on TV. I don’t think OTT will threaten a lot of money for TV ads in the near future because the penetration of 4K is low and second to smart. TV numbers are too low to support such arguments, finally broadband penetration numbers are 15-16% in our country,” He added.
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Industry reports by EY-FICCI and Affle confirmed that smartphone penetration in India is close to 460 million, which is half of television penetration in India.
Data cost is another major factor limiting interest in watching matches on OTTs.
Jio Media Cable lets people connect their phones to TVs and turn them into smart TVs. However, typically the data required to stream a 3.5 hour match using Jio Media Cable ranges from 3.6 GB/match for SD transmission to 26+ GB/match for 4K transmission.
At around Rs 10 per GB as determined by TRAI, the cost of streaming 10 IPL matches using JioMedia Cable ranges from Rs 360 to Rs 2,600. Therefore,
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