Dileep Kumar
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MUMBAI: Star Sports will telecast the cricket World Cup, which will be held in early 2015, in multiple regional-language feeds to deepen penetration.
As part of this strategy, the sports broadcaster will target South India. A Star Sports executive told TelevisionPost.c om that there will be three to four regional-language feeds.
“We are looking to go beyond just English and Hindi. We are working out what these languages will be. Looking to increase the time spent, we will be targeting South India. The other advantage that the cricket World Cup will have compared to the 2011 edition is our digital platform Starsports.com, which was not present three years back, “ he added.
Encouraged by an increase in the number of events it is airing this fiscal, Star Sports is looking to more than double its ad revenue.
While not revealing figures that he expects his channels to earn, the executive said that overall the sports broadcasting genre will earn Rs 2.5 billion in the fiscal.
“In the previous fiscal, the genre made Rs 1.6 billion. The increase will see sports eating into something else like magazines or news. That is because news too is consumed by males. A large part of this increase for the sports genre will be on account of the cricket World Cup in 2015. Then there will be more properties. This is a busy year. We have the Indian Super League which wasn’t there last time. We expect to more than double our revenue. 80 per cent of our revenue comes from cricket.”
While he acknowledges that not having the event in India could be an issue, he adds that Australia ratings in the past have been better than England.
“If you look at past data ratings from Australia, India matches have fared better than India versus England matches. Besides, a lot will depend on how India fares in the World Cup. If they do well, you will see viewers increasingly flocking to our channels,” he explains.
For the Indian Super League (ISL), the broadcaster is using an integrated ad sales approach. “We will have sponsors present across the three platforms—on-ground, on-air and on digital. This is going to be our approach for all our properties wherever possible. We already have Hero as the title sponsor for the ISL. Now we are looking at getting seven associate sponsors from whom we are asking Rs 120–150 million. We are also looking at three to four partners in different categories like kit. The deals will be for three years.”
The integrated approach to ad sales for the official is clearly the way forward. “There is clear value in integration. We want clients to get maximum brand saliency. For the ISL, we want to avoid any possibility of ambush marketing which has happened in the past with events like the IPL. That is why we are giving clients multiple touch points.”
Another new event for the broadcaster will be Mahesh Bhupathi’s upcoming tennis league. The official confirmed that the International Professional Tennis League (IPTL) will be on Star Sports’ platter. “We will be working with him on this. Mahesh Bhupathi has roped in the best names like Nadal. The format is interesting. You will get to see rivals play on the same team.” READ MORE http://www.televisionpost.com/telev...egional-language-feeds-for-cricket-world-cup/
As part of this strategy, the sports broadcaster will target South India. A Star Sports executive told TelevisionPost.c om that there will be three to four regional-language feeds.
“We are looking to go beyond just English and Hindi. We are working out what these languages will be. Looking to increase the time spent, we will be targeting South India. The other advantage that the cricket World Cup will have compared to the 2011 edition is our digital platform Starsports.com, which was not present three years back, “ he added.
Encouraged by an increase in the number of events it is airing this fiscal, Star Sports is looking to more than double its ad revenue.
While not revealing figures that he expects his channels to earn, the executive said that overall the sports broadcasting genre will earn Rs 2.5 billion in the fiscal.
“In the previous fiscal, the genre made Rs 1.6 billion. The increase will see sports eating into something else like magazines or news. That is because news too is consumed by males. A large part of this increase for the sports genre will be on account of the cricket World Cup in 2015. Then there will be more properties. This is a busy year. We have the Indian Super League which wasn’t there last time. We expect to more than double our revenue. 80 per cent of our revenue comes from cricket.”
While he acknowledges that not having the event in India could be an issue, he adds that Australia ratings in the past have been better than England.
“If you look at past data ratings from Australia, India matches have fared better than India versus England matches. Besides, a lot will depend on how India fares in the World Cup. If they do well, you will see viewers increasingly flocking to our channels,” he explains.
For the Indian Super League (ISL), the broadcaster is using an integrated ad sales approach. “We will have sponsors present across the three platforms—on-ground, on-air and on digital. This is going to be our approach for all our properties wherever possible. We already have Hero as the title sponsor for the ISL. Now we are looking at getting seven associate sponsors from whom we are asking Rs 120–150 million. We are also looking at three to four partners in different categories like kit. The deals will be for three years.”
The integrated approach to ad sales for the official is clearly the way forward. “There is clear value in integration. We want clients to get maximum brand saliency. For the ISL, we want to avoid any possibility of ambush marketing which has happened in the past with events like the IPL. That is why we are giving clients multiple touch points.”
Another new event for the broadcaster will be Mahesh Bhupathi’s upcoming tennis league. The official confirmed that the International Professional Tennis League (IPTL) will be on Star Sports’ platter. “We will be working with him on this. Mahesh Bhupathi has roped in the best names like Nadal. The format is interesting. You will get to see rivals play on the same team.” READ MORE http://www.televisionpost.com/telev...egional-language-feeds-for-cricket-world-cup/
