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Tag: Disney Star

  • Disney Star delivers biggest IPL with 35 crore viewers for first 10 matches

    Disney Star delivers biggest IPL with 35 crore viewers for first 10 matches

    Mumbai: Disney Star, the official broadcaster of TATA IPL 2024, has shattered all viewership records for the first 10 matches of the marquee tournament. As per BARC, 35 crore viewers tuned in to watch the live broadcast of the first 10 IPL matches, higher than any previous edition of the tournament including seasons played during the pandemic. The overall watch-time for the tournament has sky-rocketed to 8028 crore minutes which is 20 per cent higher than last year. Powered by a wide array of fan-centric initiatives, enriched programming, and a compelling marketing campaign, match ratings for season 17 of the tournament have also galloped 22 per cent compared to the last edition. With the Rivalry Week between 8 and 14 April, the broadcaster is geared to take the tournament buzz even higher.  

    Disney Star head – sports Sanjog Gupta said, “We are overwhelmed with the record-breaking viewing figures for TATA IPL 2024. Disney Star has started season 17 from where it left off last year, doubling down on fan-centred initiatives that seek to drive passion and fandom for the tournament. The unwavering support and love received from fans and audiences alike is an affirmation of Star Sports’ belief in the aggregative capacity of IPL on TV as well as its potential for further growth. The figures also reflect the success of our endeavour to enhance the IPL viewing experience through broadcast and programming innovations, including HDR-enhanced 4K, interactive services, and multi-platform fan engagement. We continue to remain committed to our vision of serving sports fans and recruiting new audiences.”

    Disney Star is broadcasting TATA IPL 2024 across 14 feeds in 10 languages with a special feed in Indian sign language for deaf, hard-of-hearing, and visually impaired fans. The marketing campaign for the edition 17 of the tournament – “AJAB IPL KE GAJAB RANG” – was based on the tournament insight that a fan’s true colours are seen through the ebbs and flows of one’s team’s performance in the tournament and that the same moment in IPL is experienced very differently by different viewers.

    Disney Star also launched several new programming initiatives including custom highlights catering to different cohorts of fans, shows like Cheeky Singles (hosted by Asia’s largest YouTuber – Carry Minati), and activations to collaborate with the content creator ecosystem across platforms. It has also introduced a special broadcast for kids every Sunday afternoon – Super Funday – to better serve 8-12 year olds and continues to power activations like Star Nahi Far, which bring fans closer to the superstars.

    *ALL BARC DATA 2+U+R*
     

  • Tata IPL’s biggest TV opening: 17 crore viewers on Disney Star Network

    Tata IPL’s biggest TV opening: 17 crore viewers on Disney Star Network

    Mumbai: Disney Star, the official broadcaster of the TATA IPL has started season 17 of TATA IPL with a record-breaking Opening Day. 16.8 crore unique viewers watched the broadcast of TATA IPL 2024 on Day 1, registering a watch time of 1276 crore minutes – the *highest ever for the opening day of any IPL season.

    The opening day of TATA IPL 2024 on the Disney Star network, for the first time ever, featured eight of the 10 captains for season 17, reflecting on what the tournament has in store for them as well as the potential opportunities and challenges. This unfiltered account of the IPL captains’ expectations made for compelling viewing on opening day.

    Season 17 of TATA IPL, also witnessed the highest-ever peak TV concurrency for an IPL opening day, with 6.1 crore viewers watching the broadcast simultaneously on the Disney Star network.

    A Star Sports spokesperson said, “This is a monumental achievement, made possible by fans’ love for Star Sports and an unwavering commitment of the network to ‘serving fans’. We would also like to thank all our partners and extend heartfelt gratitude to the BCCI for their support of the wide array of initiatives that Star Sports has continually undertaken to grow Cricket and TATA IPL. This growth is a reaffirmation of the incomparable capacity of Live Cricket to aggregate audiences on TV and provides a blockbuster start to the tournament. We will continue to enrich the magic of one of the world’s biggest sporting events to take forward the launch momentum and deliver unprecedented viewership.”

    A star-studded line-up of talent comprising IPL title winners, World Cup champions, reputed coaches and legends from the game presented the Opening Day. It saw Navjot Singh Sidhu return to the commentary box and join India’s World Champions Harbhajan Singh, Irfan Pathan, Ravi Shastri, Sunil Gavaskar and Kris Srikkanth. It witnessed debuts of Steve Smith and Stuart Broad, who join legends Brian Lara, Matthew Hayden, Kevin Pietersen, Jacques Kallis and Dale Steyn in presenting TATA IPL 2024. CSK’s former stars Ambati Rayudu, Murali Vijay, L Balaji and Subramaniam Badrinath along with IPL champions Vinay Kumar and Venugopal Rao were at the forefront of Disney Star’s regional feeds in nine languages.

    The ensemble of 120 cricketers was complimented by national and regional celebrities as well as fan-favourite presenters and content creators, to deliver wholesome entertainment on the opening day.

    The other drivers of the staggering opening day viewership were Star Sports’ high-decibel marketing campaign, innovative programming initiatives and fan activations. The compelling marketing campaign celebrated diverse shades of fandom associated with TATA IPL building anticipation for the start of the tournament while the network’s programming, committed to “serving fans”, delivered content catering to diverse audience cohorts to drive increased engagement.

    The Star Nahi Far initiative which seeks to bring fans closer to their favourite superstars from the world of cricket witnessed incredible turnouts across Mumbai, Bengaluru, Delhi, Kochi, Hyderabad, Kolkata and Lucknow, helping galvanise fans across the country.

    The record-breaking TV viewership on the Opening Day comes on the back of an incredible lead-up to season 17 which attracted more than 24.5 crore unique viewers till a week prior to the start of the tournament.

    Star Sports has also launched TATA IPL in 4K with Atmos sound across major DTH platforms, to deliver enhanced visual delight complimented with an incomparable audio experience.

    Star Sports has also launched a special feed for the differently abled with descriptive commentary and sign language interpretation, for the visually impaired, deaf or hard-of-hearing fans, making this IPL truly inclusive. This is the first time for any marquee sporting event, anywhere in the world to have a LIVE feed for differently abled.

    The runner-up for the Graham Bell award for technology, surprised the nation with introduction of their AI technology which allowed international experts to engage with fans in their local languages.

    Source:

    BARC data
    *Excluding 2020 (COVID Year)

    Watch the thrilling action of the Tata IPL 2024 live on TV on the Star Sports Network from 22 March – 26 May 2024.

  • Star Sports, Tata Play, & Airtel Digital TV collab to elevate Tata IPL 2024 viewing experience

    Star Sports, Tata Play, & Airtel Digital TV collab to elevate Tata IPL 2024 viewing experience

    Mumbai: Star Sports Network, the official broadcaster of Tata IPL 2024, is poised to revolutionise content viewing with a range of innovative features designed to enrich the fan experience. This Tata IPL, Star Sports has played a pivotal role, leveraging cutting-edge technology, with the launch of 4K enabled Value Added Services (VAS) which will be available for subscription to Tata Play and Airtel Digital TV subscribers. Additionally, with a focus on interactivity, Star Sports has associated with Tata Play to elevate viewer engagement during this year’s Tata IPL season, introducing special features, Star Sports R.E.D. (Relive, Engage, Decode), accessible at the click of a button.

    “This Tata IPL 2024, the enthusiasm amongst fans is at an all-time high. Our association with Tata Play and Airtel Digital TV marks a significant stride towards enhancing the viewing experience for Tata IPL enthusiasts. The introduction of TATA IPL in 4K in the form of VAS stands as a monumental innovation, particularly revolutionizing sports viewing across the nation. We remain committed to serving fans with a holistic and comprehensive viewing experience, harnessing cutting-edge technology, thus enabling them with a best-in-class visual delight,” said Disney Star head – distribution and international Gurjeev Singh Kapoor.

    Commenting on the collaboration, Airtel Digital TV CEO Siddharth Sharma said, “4K service on TV is the next leap in television entertainment, promising viewers an unparalleled visual experience. Today, we are thrilled to be launching India’s first 4K service on Airtel Digital TV, just in time to bring even more immersive and breath-taking experience for cricket fans this IPL season.”

    “We are excited to partner with Disney Star to launch our new value-added service, Tata Play 4K. This new addition will help our viewers experience sports and entertainment content in a new immersive manner. In just INR 99/month, our subscribers will get to experience the pinnacle of visual excellence with unrivalled quality in stunning 4K resolution at the comfort of their homes. With this development we are not only elevating TV viewing as an interactive experience but also opening doors to exploring new blends of technology and quality for linear television,” said Tata Play chief commercial and content officer Pallavi Puri.

    With the launch of 4K as a value-added service (VAS), viewers of Tata Play and Airtel Digital TV will get an opportunity for an enhanced viewing experience, offering unparalleled clarity and detail, bringing every moment to life like never before. This is the first time Tata IPL can be viewed in 4K as a VAS platform service on TV and will be available for subscription to Tata Play and Airtel Digital TV viewers.

    Through Star Sports R.E.D. (Relive, Engage, Decode) features, Tata Play viewers can access a range of immersive features designed to enrich their engagement with the matches at the click of a button. This year, the special features will be available throughout the day and not just during the match. Content for three streams will be provided to viewers to Relive, Engage and Decode the sport like never before. Viewers will be able to ‘Relive’ the action through Key Moments and Highlights while the match is going on and get to view concise highlights later. A Star Cam will follow the captain or the star player live on the field, allowing fans to ‘Engage’ with the sport and also get to hear the player’s views after the match. Fans will be able to ‘Decode’ the sport through a live dynamic data feed and review the match with deep data insights later.

  • Tata Play in association with Disney Star launches Tata Play 4K platform service

    Tata Play in association with Disney Star launches Tata Play 4K platform service

    Mumbai: As the consumer need for top-tier viewing experiences in entertainment continues to soar, Tata Play, the No.1 Direct-to-home platform in India, in association with Disney Star is launching the Tata Play 4K platform service, this Tata IPL Season. The service will cater to a large cohort of audiences desiring access to ultra-high definition 4K content via television. Tata Play Binge+ Android Set-top box viewers will have the opportunity to elevate their experience of watching Disney Star’s marquee sporting events like Tata IPL, ICC T20 World Cup, and a string of popular movies like D-Day, Arjun Reddy, Goodluck Jerry, A Thursday, Talvaar and many more on the Tata Play 4K service.

    With an introductory price of INR 99/month, Tata Play 4K Service promises to make each exhilarating sporting moment an exceptional viewing experience, offering unparalleled clarity, detail, and immersion. With four times the resolution of standard HD, Tata IPL on Tata Play 4K service will deliver stunning visuals that will bring every scene to life, making it feel like you’re right there in the action.

    Speaking about the launch of Tata Play 4K Service, Tata Play’s Chief Commercial and Content Officer, Pallavi Puri said, “We are thrilled to announce the launch of Tata Play 4K in association with our content partner, Disney Star. As we introduce our first-ever 4K service for Tata IPL, we’re poised to revolutionize the sports viewing experience for our subscribers. And it will not just rest with Tata IPL. We are gearing up to introduce a robust content pipeline with key sporting events and blockbuster movies, international content on the Tata Play 4K service, ensuring a consistently dynamic and enriching visual immersion on TV.”

    “We are excited to usher in a new era of television viewing with the Tata Play 4K service. This collaboration with Tata Play represents our shared commitment to innovation, excellence, and providing audiences with unparalleled viewing experiences. The introduction of the 4K service, starting with the Tata IPL this year, signifies our commitment to always better viewer experience, bringing sports and entertainment to life like never before. We are thrilled to witness how this service will metamorphose living rooms across India into immersive theatres of Ultra HD excitement and drama, igniting a revolution in TV viewing,” said Disney Star head of distribution and international Gurjeev Singh Kapoor.

    Tata Play 4K joins Tata Play’s range of 40 entertainment and infotainment value-added services suitable across age groups. Tata Play Value Added Services have been providing content across genres like Entertainment, Kids, Learn, Regional, Devotion etc, that ensures every viewer is entertained throughout without any dearth of choices. 

  • Star Sports redefines IPL viewing with Indian Sign Language

    Star Sports redefines IPL viewing with Indian Sign Language

    Mumbai: Star Sports, the official broadcaster of TATA IPL 2024, in association with India Signing Hands (ISH News), and support from the BCCI, is set to revolutionise the cricket viewing experience for the marquee tournament with the introduction of a new Indian sign language feed with descriptive commentary. For the first time, the TATA IPL will be customised for deaf, hard-of-hearing and visually impaired fans. The feed enables fans to fully immerse themselves in the excitement of the game along with their friends and family.

    The feed will provide ball-by-ball updates using Indian sign language in consultation with specialists who are being brought on board by India Signing Hands. What makes it even more special is its ability to engage with visually impaired fans with commentators describing every moment of the game along with regular verbal score updates. This feed is truly inclusive which allows the joy of community viewing by breaking barriers that simplify the broadcast without compromising on viewing experience for all.

    Video message by Virendra Singh, Captain of the Deaf Cricket Team:

     

     

    Disney Star head – sports Sanjog Gupta said “Star Sports has always believed in widening access for Cricket and taking it to newer cohorts of fans. Our pioneering foray into regional coverage has reached an unparalleled scale and has defined the modern Cricket broadcast. With this initiative, we seek to address fans who’ve been deprived of the complete Cricket experience. The ‘language’ of commentary takes a new leap in inclusivity with the introduction of Indian Sign Language on Tata IPL 2024 for fans with impaired hearing and descriptive commentary for fans with sight impairment.”

    India Signing Hands founder and CEO Alok Kejriwal which has been awarded the National Award 2023 for empowerment of people with disabilities, said, “This feed will allow millions of differently-abled people like me to experience the thrill and excitement of IPL for the very first time in a language that we understand. I was born Deaf, and I always enjoyed watching cricket with my family while growing up. But the experience just wasn’t the same for me as it was for them, since I could not hear the commentary and so, I would miss a lot of nuances. I thank Star Sports for pioneering this initiative at this scale, and I am certain that this collaboration will inspire millions of differently abled people to take interest in sports, while paving the way for a more inclusive and accessible ecosystem.”

    The initiative underscores Star Sports’ commitment to make the sport more inclusive and foster a sense of belonging among all cricket enthusiasts.

    Watch the new Indian Sign Language feed for Tata IPL 2024 on Star Sports 3 starting 22 March 2024.

  • Star Sports and Tata Play roll out addressable ads to target affluent audiences this IPL season

    Star Sports and Tata Play roll out addressable ads to target affluent audiences this IPL season

    Mumbai: Star Sports, the official broadcaster of Tata Indian Premier League (IPL), has announced an association with Tata Play, India’s leading DTH operator. Together, they are pioneering the introduction of targeted advertising on linear TV, during live sports broadcasts, beginning this IPL season, marking a significant first for the industry. This collaboration aims to provide advertisers with unprecedented access to the most premium audiences in the top eight metro cities, an important milestone in the realm of television advertising.

    For the first time ever, advertisers will have the opportunity to precisely target their ads to the most premium cohorts during live IPL matches on key Star Sports channels. Leveraging the targeting capabilities facilitated by Tata Play, brands can now connect with affluent viewers in metro markets like never before.

    “We are thrilled to join forces with Tata Play in revolutionizing the way advertisers engage with audiences during live sports broadcast, raising the bar for industry standards. The convergence of the largest DTH provider and the biggest TV network presents a significant advantage for advertisers. Tata Play’s affluent viewer-base in metropolitan areas, coupled with the precision in reaching these audiences, unlocks exciting advertising opportunity on the grand stage of IPL on Star Sports,” said Disney Star head – Network Advertising Sales Ajit Varghese.

    “Addressable Ads capability for unconnected boxes is a groundbreaking global first in Pay TV that will be introduced for the first time on live sports during Tata IPL. Our association with Disney Star has brought this to life and provided advertisers with opportunities never before. With this initiative, brands can now achieve even sharper targeting on live TV, setting a new standard for advertising effectiveness on linear TV,” said Tata Play CEO & managing director Harit Nagpal.

    The addressable advertising capability allows advertisers to reach their targeted audience at scale, making advertising more engaging, effective and cost-efficient. Tata Play has partnered with INVIDI and TAM for this initiative. While INVIDI will manage the tech aspect of addressable ads, TAM will facilitate audience measurement and monitoring.

  • Star Sports launches ‘fan-centered’ campaign for Tata IPL 2024

    Star Sports launches ‘fan-centered’ campaign for Tata IPL 2024

    Mumbai: As the anticipation builds for India’s most awaited cricket spectacle, Star Sports, the official television broadcaster of the TATA IPL 2024, has launched an “ode to IPL fandom and its various expressions” in its campaign for season 17 of the tournament. Inspired by real-life fan stories, moments seen on social media and true events of fandom, the campaign brings alive moments of togetherness that unleash a plethora of diverse emotions. It celebrates the idea of “better together” by representing diverse groups of fans whose experience of TATA IPL 2024 and emotions attached with players, matches and match situations are elevated when they watch together.

    The film features four IPL captains and Star Sports ‘Believe’ ambassadors – Rishabh Pant, Hardik Pandya, KL Rahul, and Shreyas Iyer – representing diverse fans in different situations, each representing different emotions which take over when one experiences key moments of the games in groups.

    The momentary transformations of fans’ personalities are a true representation of the emotional roller-coasters that IPL 2024 promises to be. Rishabh ‘Gabroo’ Pant’s gang sheds its “macho personality” and tears up with emotions, Hardik ‘Corporate’ Pandya and his team forget they are in a boardroom with foreign clients and break into a dance to celebrate, KL ‘Padhakoo’ Rahul and his study circle drop their books and let their passions fly when an umpiring decision goes against them, Shreyas ‘Good boy’ Iyer drops his submissiveness around his family and rebels against his father-in-law. The teasers and BTS clips surrounding the campaign have been making waves on social media and have added to the anticipation. It will be released in multiple languages, including Hindi, Tamil, Telugu, Kannada, Marathi, Bengali, and Malayalam to resonate with fans across India.

    Disney Star head-sports Sanjog Gupta said, “TATA IPL 2023 was the biggest IPL in TV history and reiterated the belief that ritualism, community and togetherness are essential facets of the live cricket viewing experience. This year, our campaign is an ode to the plethora of emotions that fans around the country will experience over the next couple of months. Unlike Indian cricket, where pride is the pervasive fan sentiment across the nation, IPL allows different fans to take sides and experience distinct emotions in the same moment. And these emotions are elevated when they are experienced in the company of friends, families and/or community. The goal of the campaign is to elevate the stature of TATA IPL, drive fan tribes to support their teams even more passionately and excite viewers for an unparalleled experience on Star Sports.”

    Star Sports ‘Believe’ ambassador, Hardik Pandya, said, “I’m thrilled to have participated in the ‘Ajab Rang Dikhega’ campaign. Playing the role of a fan in the campaign, brought back memories of me being a fan, celebrating happily with friends and family when emotions take over during memorable victories.”

    “As a ‘Believe’ Ambassador, it is an honour to be a part of the ‘Ajab Rang Dikhega’ campaign. IPL is an emotion, and we love it as much as the fans do. Through the new campaign, we celebrate the unique community experiences that IPL evokes across the country making it a truly unforgettable experience. I’m grateful for the love showered by fans and I’m looking forward to IPL 2024”, added Rishabh Pant.

    The campaign has been conceived and conceptualized by Tilt Brand Solutions, a Mumbai-based brand and communications consultancy that is a part of Quotient Ventures.

    The ‘Incredible Premier League’ is best experienced with friends and family, capturing the essence of communal viewing that enhances the thrill of live sports on television. Star Sports has effectively placed fans at the heart of its coverage, fostering a sense of community and highlighting the excitement of watching the marquee tournament on TV. Through a series of on-ground events under the ‘Star Nahi Far’ activations, the broadcaster has successfully engaged audiences from all corners of the country, offering fans and fan communities a unique opportunity to connect with their favourite heroes. The ‘Incredible 16’ initiative featured legends selecting their all-time IPL squads, receiving widespread acclaim. Fans enthusiastically voted to back their favorite all-time stars, and created their versions of the ‘Incredible 16,’ amplifying the excitement surrounding the tournament as the opening day approaches.

  • London and Partners brings first-ever creative trade delegation to India

    London and Partners brings first-ever creative trade delegation to India

    Mumbai: London & Partners (L&P), the business growth and destination agency for London, will showcase the best of India’s creative tech and VFX industry to international companies looking to expand to and invest here.

    L&P’s creative delegation will take place from the 19 to 22 February with companies from the media, advertising, entertainment, and VFX sectors. Bringing together three leading creative tech ecosystems from London, Chennai, and Mumbai, the itinerary includes studio visits, panel discussions, knowledge-sharing and exclusive business speed networking sessions.

    The delegation will be immersed in India’s thriving media, advertising, gaming, and entertainment sectors. Among the impressive list of Indian companies that are excited to host the creative trade delegation are Tata Consultancy Services (TCS), Disney Star, Qube Cinema, PhantomFX, Basilic Fly Studios, iGene Media Solutions, Vajra Global, Schbang and Jio Cinema Labs.

    London and Partners country director, India Hemin Bharucha said, “India’s creative prowess coupled with its thriving startup ecosystem has garnered significant attention on the global stage, attracting many international and London-based creative tech companies. We are also seeing tremendous interest from Indian companies wanting to grow and expand into London. This Creative Trade Delegation provides a unique platform for UK and Indian companies alike to venture beyond their borders to form connections that transcend boundaries on a global scale.”

    London is a global leader in creative technology and aims to create more investment and growth opportunities in this sector.  According to a City Hall report, the creative industries are contributing more than 200,000 jobs to London’s economy in the last five years. As per last year’s Sector Vision, the UK’s government aimed to grow the creative industries by £50 billion and support a million new jobs by 2030 through creative careers.  The UK Government is committed to supporting the creative industries. For instance, it intends to strengthen the audio-visual expenditure credit, a tax relief for companies producing specific types of audio-visual content within the UK, particularly in the visual effects domain.

  • Star Sports Ad Sales launches ‘Startup Power Play’ for emerging brands on Tata IPL

    Star Sports Ad Sales launches ‘Startup Power Play’ for emerging brands on Tata IPL

    Mumbai: Star Sports, the official TV broadcaster of the Tata Indian Premier League (IPL), brings a one-of-a-kind opportunity ‘Startup Power Play’ for start-ups in India. This initiative invites startups to craft a crisp 60-second commercial, strategically positioned to captivate audiences during each IPL match. The broadcaster will be collaborating with D2C Insider as an ecosystem partner to leverage access to the large community of Startups. D2C Insider is the largest community of carefully curated founders and CXOs from the D2C ecosystem.

    “This initiative underscores our commitment to fostering innovation and empowering emerging brands. By offering a platform for startups to showcase their stories and connect with audiences in a meaningful way, we aim to not only elevate their brand presence but also contribute to their growth story. We look forward to witnessing the impact of these startups as they seize this unique opportunity to captivate audiences and make their mark in the industry,” said Disney Star head – network advertising sales Ajit Varghese.

    “We’re excited about our collaboration with Star Sports for IPL 2023. D2C Insider is one of India’s largest communities of startups aimed at fostering idea exchange and growth assistance among its members.  Startup Powerplay could be a potential gamechanger for startups in India, giving them an open canvas to tell their brand story on the biggest stage. The creation of an opportunity for startups specifically is a signal of intent from Star Sports to make IPL on TV much more accessible for early-stage businesses and could be a fantastic launchpad for our members,” said D2C Insider co-founder Kshitij Ladia.

    Tailored to maximise impact and exclusivity, ‘Startup Power Play’ offers one startup per day the spotlight to showcase their brand or product story. With the IPL’s vast reach and engagement, startups can harness the platform’s potential to amplify their offerings and connect with consumers on a massive scale. To bolster early-stage ventures, Startup Power Play presents an appealing introductory price, ensuring accessibility for startups of all sizes.

    Star Sports witnessed a record-breaking IPL last year, reaching a total of 505 million viewers through the tournament. IPL on HD reached 101 million viewers last season. IPL 2024 on Star Sports presents an unmissable opportunity for brands to leverage an unmatched scale with utmost efficiency with the ability to drive differentiated impact on business KPIs.

  • Cricket Australia & Star Sports partnership soars with viewership surge

    Cricket Australia & Star Sports partnership soars with viewership surge

    Mumbai: Cricket Australia and Star Sports, the official broadcaster of Australian Cricket in India, are pleased to announce a surge in Indian viewership of the recently concluded Men’s Big Bash League (BBL) 2023/24 and Pakistan tour of Australia. More than 55 million viewers watched the entire BBL 23/24 season on Star Sports Network, 203 per cent more than the previous season, making it the most-watched edition in India. Furthermore, the broadcaster has recorded 3.75 billion minutes of watch time, 105 per cent higher than the previous season. The playoffs and the final on Star Sports were produced in five languages for the first time ever.

    Furthermore, the bilateral series between Australia and Pakistan witnessed more than 9.5 million viewers tune in for the 3 test matches, a remarkable 54 per cent increase compared to the previous Pakistan tour down under.

    The increased interest in Australian Cricket after a successful World Cup campaign in India and the promise of action-packed contests combined with growing penetration of the Star Sports Network (available in nine out of 10 pay TV homes), a well-rounded marketing campaign promoting the Australian summer and high-quality broadcasts customised for Indian fans, paved the way for this surge in viewership.

    Cricket Australia CEO Nick Hockley said, “We are delighted with the strong interest in Australian cricket in India and that this has translated into such big viewing audiences on Star Sports. It is particularly pleasing that the BBL has reached a massive 55 million viewers this season, which is a testament to the quality of cricket and the brilliant coverage being offered by Star Sports, including in multiple languages for the BBL Finals. That more than 9.5 million viewers tuned into Star Sports for the recent series against Pakistan is a testament to the interest in this world champion Australian team and the enduring passion for Test cricket in India.”

    “We can’t wait to host India next summer for the five-Test Border Gavaskar Test Series, at a time when Australia and India are the two top-ranked Test teams in the world. We look forward to working with Star to expand our localised offering to Indian fans in time for next summer’s blockbuster season”, he added.

    Disney Star head sports Sanjog Gupta said, “The growth in viewership for the Australian summer is testament to the compelling combination of Australian Cricket’s popularity, Star Sports’ brand equity (as the most loved destination for sports) and the TV network’s wide distribution.  The significant growth in watch time and engagement also demonstrates the Indian fan’s appreciation for quality Cricket and willingness to watch different forms of the sport. The added context of Australia’s World Cup win in India and key content initiatives including the addition of Indian languages for BBL playoffs, have acted as boosters to the inherent strength of this collaboration between CA and Disney Star. We are thrilled with the strong start of the journey together.”

    Star Sports is currently airing the West Indies tour of Australia, a riveting series comprising two tests, three ODIs, and three T20Is. Considering the growing interest in Australian cricket on Star Sports, the T20Is between Australia and West Indies will be broadcast in English, Hindi, Tamil, Telugu, and Kannada on the Star Sports Network. The Women’s cricket series between Australia and South Africa is also being aired on the Star Sports Network in India. As the partnership between Cricket Australia and Star Sports continues to evolve, fans can expect even more exciting initiatives, innovative technology, and captivating content that will further elevate the cricket viewing experience for viewers across India.

    Source: BARC 2+U+R