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Tag: ESS

  • ESS sells 80% of its ad inventory for T20 WC, ropes in 8 sponsors

    ESS sells 80% of its ad inventory for T20 WC, ropes in 8 sponsors

    NEW DELHI/MUMBAI: Sports broadcaster ESPN Star Sports has sold 80 per cent ad inventory for the upcoming ICC Twenty20 World Cup, a top company official revealed.

    The broadcaster has signed up eight broadcast sponsors which includes Reliance Communications and Havells as joint presenting sponsor besides Tata Teleservices, Tata Motors, Pepsico, Hyundai Motors, Nokia, and Pernod Ricard as associate sponsors.

    Of the eight sponsors, four have bought sponsorship for the entire cricket season on ESS which includes the on-going India-New Zealand series and the upcoming tournaments like Champions League Twenty20, India-England and the India-Australia series.

    The broadcaster is though selling the high-profile India-Pakistan series separately since the Indian cricket board is yet to finalise the itinerary. The series is most likely to be scheduled in December in between the split tour of India-England series which will begin in November and stretch all the way till January.

    ESS is eyeing two more sponsors, one joint presenting and associate sponsor each. The sponsors will consumer 80 per cent of total ad inventory.

    It has also managed to rope in 10-12 spot buyers who will consume the remaining 20 per cent inventory.

    “We expect to close a few more within the next two weeks for a sellout. We are leveraging all platforms including the digital media,” ESPN Software India MD Aloke Malik told Indiantelevision.com on the sidelines of a press event to announce the coverage plan for the tournament.

    While Malik refused to divulge details about revenue target, sources say that ESS was eyeing Rs 2.4 billion from the T20 WC which is an almost 50 per cent jump from what it earned two years back when the event was held in West Indies.

    However, not everyone is as enthusiastic as ESS is. According to an executive from a media agency the clients this year have been a bit cautious while spending on big properties due to a gloomy economic climate.

    “I would be surprised if they earn Rs 240 crores (Rs 2.4 billion) as I don‘t think the advertisers have the same apetite for cricket this year. You should also understand properties like T20 World Cup have the risk factor attached to it since we don‘t know how India will perform,” the executive stated.

    An independent assessment would, however, be tough to calculate as ESS has done an annual deal with some of its sponsors for the cricket calendar.

    Meanwhile, ESS said that Star Sports and Star Cicket HD will showcase live in India all the 27 matches during the event from 18 September to 7 October. Anticipating a lot of interest, ESPN STAR Sports will additionally telecast the India-Pakistan warm-up match scheduled for 17 September.

    The sports broadcaster has also planned a simulcast of all India matches, semi-finals and the final with Hindi commentary on its ESPN channel. All matches of the championship will also be streamed on espnstar.com with a five minute delay.

    Malik claimed that ESS has sold the syndication rights of ICC World Twenty20 to 218 territories across the world.

    ESS has lined up a star studded panel of 18 commentators for this marquee event. ESS’s presentation will feature experts from nine of the twelve participating countries.

    In India, ESS’s presentation team will include stars like Sourav Ganguly, Sanjay Manjrekar, Nasser Hussain, Wasim Akram, Ramiz Raja, Tony Greig, Ian Chappell, Mark Waugh, Russell Arnold, Ian Bishop, Pommie Mbangwa, Damien Fleming, Simon Doull, David Lloyd, Harsha Bhogle and Alan Wilkins. ESS’s Jatin Sapru will be the in-studio host along with former English cricketer Dermot Reeve playing the role of an analyst.

    The broadcaster will use 27 cameras including super slomo and ultra slomo will be used in every match to give the best viewing experience from the three venues in Sri Lanka.

    ESS will also feature a new Touch Screen cricket presentation tool in its analysis shows around the live coverage. This will bring in a new dimension to the way the game is analysed and presented so that the fans can get a fresh perspective of the game.

  • ESS ropes in 10 sponsors for Ind-NZ series

    ESS ropes in 10 sponsors for Ind-NZ series

    MUMBAI: Sports broadcaster ESPN Star Sports has roped in 10 sponsors for the India-New Zealand that kicks-off Thursday in Hyderabad.

    Tata DoCoMo and Havells are co-presenting sponsors while Maruti Suzuki, Nokia, McDonalds, Asian Paints, Quikr, IBM, Samsung, and ACC have come in associate sponsors.

    Kent RO Systems and Venus Home Appliances complete the roster, sponsoring ESS’ wraparound cricket show.

    The bi-lateral series comprising two Tests and two Twenty20 matches will mark the beginning of a hectic home season for the Men in Blue which will stretch all the way till 2013 beginning November when England visit for a full-fledged series followed by Pakistan and Australia.

    The series will also be the first one after the BCCI terminated its broadcast rights agreement with Nimbus. The rights were eventually won by Star India for a whopping Rs 38.51 billion till 2018.

  • ESS eyes Rs 550 million from Olympics

    MUMBAI: ESPN Star Sports, the official broadcaster of 2012 London Olympics in India, is targeting advertising revenue of Rs 550 million from the 16-day event which will be held from 28 July to 12 August with the opening ceremony on 27 July.

    The sportscaster has roped in Tata DoCoMo as co-presenting sponsor while Airtel Digital TV has come on board as the associate sponsor, say sources.

    ESS is in advanced stage of negotiations with several other advertisers including the likes of Hero MotoCorp and Samsung, which is a global Olympic sponsor.

    ESS is looking at a total of eight sponsors for the event with two co-presenting and six associate sponsors. The sportscaster is betting big on advertisers from beverages, telecom, automobile, and insurance sectors.

    ESS is asking Rs 70-85 million for co-presenting sponsors and Rs 60-65 million from associate sponsors, according to a top executive at a media buying agency.

    “ESS is expected to make Rs 500-550 million from Olympics,” said a source.

    ESPN Software India senior director business development and event management group Rathindra Basu admits that selling sponsorships has been a challenging task as there is no previous viewership data to support sales pitch.

    “The challenge that we realised in the sales process was that we had no historical data in terms of viewership in the C&S space. Public broadcaster DD did show Olympics four years ago but there was no private broadcaster last time around,” Basu avers.

    What can work in ESS‘ favour is that there is no cricket featuring Indian team during Olympics. The interest level in London Olympics is also expected to be higher as many Indian athletes across disciplines have qualified for the event.

    “Brands who have traditionally been on sports are keen to associate with the event as Olympics typically attract viewership from youth segment particularly the male audience,” the executive from the media agency said.

    “ESS is offering a full three and a half months of window to sponsors starting with pre-event programming, promotions on ESS channels to the live broadcast of the event and highlights besides logo presence and other integrations. So the return on investment for Olympics works out well,” she further reveals.

    Agrees Basu, “With huge expectations from Indian contingent this year coupled with the most complete and comprehensive presentation of the Games on our bouquet, we expect London Olympics to be a huge draw in India.”

    According to Vivaki Exchange CEO Mona Jain, the viewership of Olympics has seen improvement and it has emerged as a viable marketing platform for advertisers who are looking at other sporting events that get viewership.

    A case in point is 2010 Commonwealth Games in Delhi which despite all the controversies surrounding it was sampled by 115 million viewers with average ratings of 0.5 TVR on DD1 and DD Sports on the back of encouraging performance by Indian athletes with Indian winning a record 101 medals.

    Besides ESS, the event will also be broadcast on DD and DD Sports as the pubcaster had secured the rights from Asia-Pacific Broadcasting Union, a non-profit, professional association of broadcasting organisations, after paying $3 million for acquiring the rights.

  • ESS launches event management arm in India

    ESS launches event management arm in India

    MUMBAI: ESPN Star Sports, Asia’s leading sports broadcaster, has announced the launch of its on-ground division ‘Event Management Group’ in India.

    The company further announced that PepsiCo India has signed on EMG to manage the on-ground events of its mega football league, Pepsi T20 Football, in India.

    As a part of the deal, ESPN Star Sports is producing and showcasing the Pepsi T20 Football tournament in a special eight episode series. The EMG is also managing the School Quiz 2012 where it has roped in HDFC Life as the title sponsor. While on-ground initiatives around the HDFC Life School Quiz 2012 have already started, on-air telecast of the Quiz begins on 1 June.

    EMG manages and promotes premier sporting events around Asia. EMG specialises in creating, managing, promoting, consulting, producing and syndicating leading sporting events such as the KIA X Games Asia, KL World 5s and Guinness 9-Ball Tour. With over 1000 events in 11 countries, all events organised by EMG, enjoy regional broadcast across Asia through the ESPN and Star Sports channels.

    ESPN Software India Executive Vice President Sanjay Kailash said, “Our Event Management Group has firmly established itself across Asia Pacific with world class products designed to engage and entertain sports fans. It offers an exciting business opportunity in the India market as well. We can bring our deep international experience into play; create tailor made events and offer interesting and innovative marketing solutions using multiple platforms of ESPN Star Sports. I am sure corporates will see lot of value in what EMG has to offer.”

  • ESS could make Rs 2.30 bn from India Australia cricket series

    ESS could make Rs 2.30 bn from India Australia cricket series

    MUMBAI: Nokia and Seagrams have joined ESPN Star Sports (ESS) as sponsors for India‘s upcoming cricket series against Australia. The broadcaster could make a little over Rs 2.30 billion from the series.

    India plays four test matches and two Twenty20 Internationals during the tourney. In addition there will also be a 15 match ODI tri series where Sri Lanka will also take part.

    It has been learnt that ESS is selling overall packages for the series and is said to be asking for around Rs 220 million from co-presenting sponsors and Rs 180 million for associate sponsorships. It is also talking to other companies like Tata DoCoMo. It is looking for two co-presenting sponsors and eight associate sponsors. 
     
    A media buyer notes that the mood in the market is positive with India‘s successful run at home against England and the West Indies.

    The buyer notes that an India versus Australia series always generates buzz due to the rivalry that has grown between the teams over the years.

    The first test starts on Boxing Day 26 December 2011 in Melbourne. The tour concludes in March.

  • ESS ups Sanjay Kailash to head of sales

    ESS ups Sanjay Kailash to head of sales

    MUMBAI: ESPN Star Sports (ESS) has promoted Sanjay Kailash to ESPN Software India (ESI) executive VP and head of sales.

    He will have an expanded role with the overall responsibility of delivering revenue for various streams of the business including advertising, affiliate sales, digital media and event management group. He will continue to report directly to ESI MD Aloke Malik.

    Malik said, “As we further scale up our business in the market with new networks and offerings, we see great potential in bringing more synergy across different revenue functions. This will allow us to explore more opportunities and develop focused propositions for our business partners. Sanjay’s in-depth knowledge and cross-industry experience will help ESPN Software India further reinforce and broaden its business in the sub-continent, and I believe the organization will benefit from his contributions through this new role.”

    Kailash has been with the company for over 10 years, having made significant and consistent contributions to the ad sales function. Most recently, he led the ICC Cricket World Cup ad sales effort. In addition, he has been keenly involved in the programming and scheduling aspects of the business and contributed to the start-up of the event management group in India, as well as growing the Digital Media business for the company, the company said.
     
    TS Panesar will continue to head Affiliate Sales including both Cable & DTH business and ad sales will be led by Anup Govindan, both of whom will report to Kailash.

  • Indo-Pak duel: ESS eyes Rs 1.7 mn a spot

    Indo-Pak duel: ESS eyes Rs 1.7 mn a spot

    MUMBAI: For telecasting the mother of all battles, ESPN Star Sports is looking at getting Rs 1.7 million per 10-second spot, substantially higher from the Rs 4-5 lakh it was charging in the early stages of the World Cup competition.

    As India takes guard against Pakistan in the semifinal contest on Wednesday, sources say the broadcaster has a little less than five per cent of inventory to sell.

    At Rs. 1.7 million, the spot would be around three times what ESS had earlier been selling for its India package.

    While declining to comment on inventory or rates, an ESS spokesperson said: “The price will be substantially higher than what it has been for the other matches. There is traction in the media for this match.”

    According to Dentsu CEO Sai Nagesh, the proposals have been put to clients and deals are likely to happen.
    “It is not just about CPRPs anymore. For an India versus Pakistan match, the dynamics are different. For clients that couldn‘t afford packages earlier for the event, this match is a good shotgun approach to get reach, involvement and brand awareness,” he says.

    Nagesh believes the World Cup has delivered beyond expectations. “It is not just about the India matches. Even teams like Ireland have surprised with their performances. This led to viewers wondering what would happen next and sustained their interests,” he avers.

    Lodestsr UM COO Nandini Dias feels that at this rate, a client would have to shell out around Rs 30 million to get the desired visibility on a single day.

    “It is a workable solution, though. It is an issue of outlay. A World Cup match at the final stages commands a premium. An India-Pakistan match would fetch an even higher premium,” she says.

  • ESS kicks off 3-phase marketing campaign for cricket WC

    ESS kicks off 3-phase marketing campaign for cricket WC

    MUMBAI: With the cricket World Cup kicking off on 19 February, ESPN Star Sports (ESS) has kicked off a marketing campaign with the overarching theme being ‘The Cup That Counts‘.

    The campaign is being done in three phases and will stress on the fact that the World Cup is the cricket event that matters the most.

    Says ESPN Software India senior director marketing Nirmal Dayani, “We are working closely with the ICC on various initiatives. The first phase of our campaign has started. Hoardings have gone up in the metros. One of the messages is Lords 1983 Mumbai 2011. History will repeat itself. Cricket lovers want the World Cup to come back. We will also be doing an on-ground initiative for school students. It will allow them to get involved with the World Cup in a unique way.”

    The broadcaster will also be using online and on-air mediums to educate students about the other teams and players.

    The second phase of the campaign kicks off later this month through television. Some creatives will see Kapil Dev, Imran Khan, Sir Viv Richards and Arjuna Ranatunga; they will talk about the experience of winning the World Cup and why it was the pinnacle of their careers.

    The broadacster will also use print, radio, cinema among other mediums to get the message across.

    The third phase kicks off closer to the event early in February. Various modes of activation are under discussion. It could take the form of meet and greet events with players.

     

  • ESS unveils plans for cricket World Cup

    ESS unveils plans for cricket World Cup

    NEW DELHI/MUMBAI: ESPN Star Sports (ESS) shared plans to make its first marquee property for next year the cricket World Cup 2011 entertaining and engaging.

    The tournament will see first of its kind initiatives such as live match coverage by 3G mobile streaming in India. The event will be shot in High-Definition (HD) format. Matches will be covered by 27 cameras including features like movable slips cameras and a new low 45 degree field cameras. The production will also have a mid-wicket camera position for live running between wickets.

    Six OB Vans will be used – four in India where a majority of the matches are being held and one each in Sri Lanka and Bangladesh – and a team of 350 crew members would be working to bring the match to the viewers‘ homes.

    ESS‘ bouquet of networks – ESPN, Star Sports and Star Cricket – will telecast all the 49 matches of the ICC World Cup, starting on 19 February, 2011. In addition, 37 matches will be simultaneously telecast in Hindi on Star Sports.

    The pre and post-match shows will be hosted by ex-players and legends of the game, while live broadcast will feature 30 commentators and studio experts.

    On the marketing front, ESS is working closely with ICC for the creative execution and media implementation of the communication campaign – ‘The Cup That Counts‘.

    “The 360 degree campaign involves key players from the three host nations and will be breaking in Indian media very soon,” ESS MD Manu Sawhney said.

    He also claimed that the response from sponsors had been good and corporates like Sony, Pepsi Cola, Maruti, Fiat, and Nokia had been finalised and others were in the process of joining in. The marketing is being done in coordination with ICC and hoardings and TV advertisements had already begun appearing.

    ICC Cricket World Cup 2011 tournament director Professor Ratnakar Shetty said, “It is a big challenge to organise an event of the magnitude of the ICC Cricket World Cup 2011 spread across thirteen venues in the three host countries, but we will ensure delivery of a world class event. It is great to have the World Cup return to the sub continent after 15 years and we would like to make it an unforgettable experience on ground and for television viewers. With 72 days to go, we are all looking forward to The Cup That Counts.”

    On the programming front, ESS has already started initiatives. There are 2,500 hours of lead up programming under various titles including ‘Versus’, ‘World Cup Upsets’, ‘Epic Encounters’, ‘Advantage Australia’, ‘Gameplan’ & ‘Road to the Final’. ESS is also showcasing highlights of all the previous editions of the World Cup.

    The production task will involve taking more than 2000 domestic flights along with 350 international ones. More than 13,000 room nights will be consumed by the sports broadcasters’ crew while covering the mega event.

    Lorgat said though the Ashes were important, everyone looked out for the World Cup. He said it had been ensured that tickets were affordable and school and college children were also given concessions to come and watch the matches. He said that publicity had also begun by way of hoardings at all venues where test or one-dayers were being held prior to the Cup. For example, the India-South Africa series will be used for this, and the function to mark 150 years of Indian immigration to South African will be observed during this tour.

    Shetty said India had hosted the Cup last in 1987 and 1996 under the tutelage of the Board of Control for Cricket, but the ICC would be directly taking charge this time. Three stadiums – Chennai, Wankhede in Mumbai, and Eden Gardens in Kolkata had been renovated with greater facilities for the viewers, media and broadcasters, though he said the stress had not been to increase seating capacity. He expressed his gratitude to the Indian Government for not only relaxing the multi-entry visas for those coming for the Cup but also helping in the initial bid.

    Sir Vivian Richards, Kapil Dev, Imran Khan and Arjuna Ranatunga all of whom captained their countries to World Cup wins attended the media briefing.

  • Castrol renews sponsorship for ESS’ football show

    Castrol renews sponsorship for ESS’ football show

    MUMBAI: ESPN Star Sports (ESS) has announced that Castrol will continue its association with the show Football Crazy as title sponsor for the 2010/2011 football season.

    The programme airs across Asia every Thursday at 8 pm on ESPN. 
     
    Hosted by two new Malaysian presenters, the radio disc jockeys Jason Desmond ‘JD‘ Chin Yoon Onn, and Adam C, the locally produced Castrol Football Crazy will continue to combine football, humour and entertainment into a fun mix. This season, the show will take to the streets to bolster the theme of engaging fans and football enthusiasts looking for entertainment on the lighter side of sports.

    ESS senior VP, advertising and digital media sales Charles Less said, “Castrol recognizes the importance of being associated with one of the region‘s most popular football entertainment programmes and the opportunities it offers to further establish their association with football in the market. The partnership aims to continue building a strong connection with football fans across the region, enabling Castrol to reach out to viewers across multiple platforms.”
     
    Castrol regional marketing director for Asia and Pacific Lubricants AS Ramchander said, “We are delighted to be the title sponsor for Castrol Football Crazy. As the official Fifa World Cup Sponsor till 2014 in Brazil, we are also gearing up for our next sponsorship of Uefa Euro 2012T by building our association with the Beautiful Game. We are confident that Castrol Football Crazy is the ideal broadcast platform to communication to football fans and to strengthen our brand‘s association with football.”

    Castrol Football Crazy‘s light-hearted format takes an approach different from existing “serious” football shows, and allows football fans the opportunity to have fun and express their point of view.

    In addition to commercials and on-air billboard branding, Castrol will get very specific customised content on the programme, including a weekly ‘Hot Topic‘ segment as well as analysis of Castrol‘s proprietary ‘Player Rankings‘ system.
     
    Castrol Football Crazy is accompanied with multi-platform engagement. Followed by fans who want more than just live football matches, the broadcaster says that the show drew a viewership of 1.8 million in Malaysia last season, primarily cable male audiences 25-34 years old and 25-49 PMEB and other white collar segments. In India, Castrol Football Crazy attracted 2.6 million viewers, predominantly younger male viewers 15-24 and those with digital cable connections.

    In addition to Castrol Football Crazy, ESS also produces close to 1,500 hours of original football programming a year, including programmes like Monday Night Verdict, Goals, Chang World of Football, Scorecast, BPL Express, Maxis Football Extra, catering to a range of audiences from the serious football fan to the armchair spectator.