Star Cricket – The IPL battle is set to be intense this year as we await a major galactic battle for IPL viewership between titans Star Sports and Reliance-owned JioCinea, which will distribute free-to-air atches in 4K resolution on its OTT platform. Star Sports is not sitting on the fence and has stepped up its marketing to convince viewers why IPL is the most popular on TV. This off-field battle is not just for now, but will give many clues about the viewers for the future.
For all Indians it eats, sleeps and breathes cricket. Excitement rises during the Indian Premier League, the richest franchise cricket league and one of the most watched sporting events in the world. The IPL saw its brand value nearly double last year to $8.4 billion, according to brand valuation consultants Brand Finance.
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Considered as India’s Super Bowl, IPL is almost enjoyed as a festival during Indian suers. This competition is a golden goose and a battleground for brands, advertisers and certainly broadcasters.
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The battle will be fierce this year as we await a major galactic battle for IPL viewership between titans Star Sports and Reliance-owned JioCinea, which will distribute the match for free in 4K resolution on its OTT platform. This off-field battle is not just for now, but will give many clues about the viewers for the future.
Reliance won the lion’s share of IPL broadcast rights (for 2023-2027) by getting packages B (digital rights for the Indian subcontinent) and C (non-exclusive digital rights for 98 telecasts in five seasons in the Indian subcontinent) in total. of Rs 23,758 crore.
Everyone believes that the ode of India’s richest man ukesh Abani to seek OTT rights is something extraordinary.
After paying billions, Reliance also made a “full-fledged” offer to put atches on free OTT. Soe analysts and experts see that Abani is building something that will produce results in the long run. For example, it is seen that Ove stimulates his telecom activities through data consumption.
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Moreover, Jio Platfors, Abani’s obile-internet startup, is looking to hit the Dalal Street soetie right in the draw when the rival business tycoon, Gauta Adani, is distracted by the stock drop following Hindenburg’s alleged manipulation.
Disney + Hotstar reported a 6% decline in paying subscribers in the October-December period. Soe attributed the shrinking base of paying subscribers to not being entitled to the IPL.
However, industry sources, who declined to be identified, said the drop in subscribers was due to the increase in Disney + Hotstar subscribers to Disney + in certain markets.
Star Sports is not sitting on the fence and has stepped up its marketing to convince viewers why IPL is the most popular on TV.
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“Star Sports’ new campaign (that IPL is better on TV) is primarily aimed at maintaining TV dominance, both against advertisers and broadcasters,” said Swarup Gupta, head of financial services at ESG Rating Service. in the Economic Intelligence Unit.
“In India, sports become a shared viewing experience and penetration, the experience and experience of TV channels is not disputed. In contrast, cord-cutters, viewers who refuse TV for streaming services, make up only 0.2% of the TV universe,”. based on various estimates,” he said. added.
According to YouGov, 83% of viewers like to watch sports on television. The Broadcast Audience Research Council noted the 2022 Asian Cup increased 12% in TV ratings. The India-Australia T20I series attracted 36% more viewers than its peak in 2019 and is the highest-grossing bilateral T20I series in the past five years. The India-South Africa series scored ore 47% over the previous series in June 2022. The recently concluded India-Sri Lanka and India-New Zealand also saw a 63% increase in ratings.
The number of viewers of sports on television will increase by 11% in 2022, with 758 million viewers watching sports on linear TV. The number of linear TV universe is above 900 million and is expected to grow a lot.
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Star Sports is a bank on data and has ramped up the promotional push, unleashing a 360-degree campaign campaign reaching every corner of the country in the lead-up to the IPL.
The company said it will do everything it can to ensure that ore people have access to Star Sports. To capture the growing leek HD audience and fill the gap in HD vehicles for sports viewers in South India, Star Sports launched two leek HD sports channels: Star Sports Tail HD and Star Sports Telugu HD.
“We will have more than 100 co-entrants and look at greater ways to engage with the audience. We will focus on building and engaging the community and creating content around the IPL for different cohorts from school children and sports academies on the one hand to others young . on the other hand,” the company told ET Online.
Star Sports said they will broadcast IPL on more than 22 channels with more than 10 feeds. “The Disney Star Network, which has more than 30% market share, will leverage the power of its network to make this the biggest IPL ever on TV. There will be the largest IPL broadcast coverage ever with the largest number of channels,” he said.
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Television is the preferred ediu for brands to retain a large number of viewers for IPL on TV. IPL on TV is where the brand is built, no one wants to do anything about it, said the company.
According to industry sources, Star Sports has set a target of reaching 500 million viewers through this year’s IPL, up from about 400 million the network achieved in the previous edition.
“Having been able to watch live cricket on Star Sports for the past few months, we have seen very good participation from different clients in various advertising categories with us. We are expecting a positive response,” the broadcaster said.
There are more than 100 advertisers on TV every year and 75% of B2C Indian start-ups have used IPL on TV to become unicorns. The IPL leads to advertising spending across all media properties and platforms available to advertisers. It has consistently been a catalyst in boosting the economy as well.
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“Suer is also a tie-breaker when brands become active advertisers in many categories and no other platform can deliver scale for brands like IPL on television,” said Star Sports.
Star Sports also believes that this edition of the IPL will attract more interest than in recent years, which will make it easier for the broadcaster to meet its growth targets.
In the rich cricket league, this tie comes after a gap of one year, which has not happened in the last three years. The resurgence of atches played in the hoeing grounds after three years will ensure that the local arkets in the city hosting the competition will excite the viewers.
Soe experts and analysts believe that Reliance does not pose a threat to Star Sports or other close-edited TV channels as the general audience will be sitting in front of their TVs.
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“I don’t expect people to watch the IPL session on the phone while they are hoeing. It will be more convenient when you travel. Most of the matches will be on TV, because you have a big screen should you see sports as content,” said Karan Taurani, vice president senior and media analyst at Elara Capital.
“So I think sports as a very strong proposition on TV. I don’t foresee OTT being the main threat to TV advertising revenue in the foreseeable future, at least because the penetration of 4K is weak and obviously second. “TV numbers are very. low to support this type of argument. Finally, the broadband penetration rate is also around 15-16% in our country,” he added.
Industry reports from EY-FICCI and Affle have confirmed that India’s smartphone penetration is close to 460 billion, which is only half of India’s television penetration.
Data costs are the main factor that can slow down the interest in watching broadcasts on OTT.
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Jio edia Cable allows people to connect their phone to a TV to turn it into a SART TV. However, the data required to run a 3.5 hour connection, typically using the Jio edia cable, ranges from 3.6 GB per connection for SD transmission to 26+ GB/atch for 4K -Handover.
Since the cost per GB fixed by TRAI is about Rs 10, the cost of streaming just 10 IPL gaes using Jio edia cable will be between Rs 360 – Rs 2,600. Therefore, the data cost of watching 10 games will be significantly higher than watching the entire IPL on TV. TV viewers, on the other hand, can pay around Rs 30-40 for the Star channel and watch the entire length of the tournament.
While the pain usually turns out to be nail biters
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