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Tag: Indian Premier League

  • “IPL 8 will be bigger and better in every aspect including brand valuation”: Rohit Gupta

    “IPL 8 will be bigger and better in every aspect including brand valuation”: Rohit Gupta

    MUMBAI: The country hasn’t yet recovered from the celebrations of India’s victory over Pakistan in the World Cup and they are being served with another dose of cricketing enthusiasm with Indian Premiere League (IPL). India discard Yuvraj Singh became the highest paid player in 2015 Pepsi IPL players auction as Delhi Daredevils paid Rs 16 crore to earn his services. The multimillionaire league will start on 8 April in Kolkata.

     

    This time round, Multi Screen Media (MSM) will hike the ad rates by 10 – 15 per cent for the league’s matches. Emphasising on the commercial aspect, Multi Screen Media (MSM) president Rohit Gupta tells Indiantelevision.com, “We will have a 10 to 15 per cent hike in the ad rate this time too. We cannot increase the number of advertisers as our inventory follows certain guidelines laid down by the Board for Control of Cricket in India (BCCI).”

     

    Speaking on the eighth edition of IPL, Gupta adds, “IPL has established itself as a stable format now like any other major sporting league in the world. There is not much room for improvisation when it comes to the format of the game. The tournament has seen tough times. Last year IPL was organised in the midst of general elections and everyone thought the viewership will take a blow but the ratings say a different story. The fact that we successfully traveled through all the tough times, proves IPL’s establishment as a mature tournament.”

     

    The tournament starts only 10 days after the World Cup and when questioned about the fatigue factor of viewers and advertisers Gupta replies, “This World Cup is highly different from 2011 edition when the matches were played in the Indian subcontinent. Spectators went to the ground to cheer for the national team. In this edition of the World Cup that’s not happening since the matches are being played in Australia and New Zealand. India has already played against Pakistan and for many cricket lovers the tournament is over there. Interest will be high for other India matches, which comes once a week and a point that has to be noted is none of the matches are being played in the primetime. Overall fatigue is not at all an issue or concern when it comes to viewership or commercial interest. During IPL you get a competitive match every day and need not wait for a week.”

     

    The digital rights for IPL have been bagged by MSM’s competitor Star India’s VOD platform Hotstar. When questioned about the impact of that on viewership, Gupta asserts, “TV viewership does not get affected by the digital platform. If someone has the option of choosing one of the two mediums, the obvious choice would be television. The digital platform helps building curiosity and as a result increases viewership. Moreover in India, we have a lot of issues like bandwidth and lack of proper 3G network.”

     

    Necessary ignition was offered by the IPL players’ auction where Yuvraj Singh and KC Cariappa emerged as two shocking acquisitions. The flagship tournament is already being talked about and hence sets the stage for marketing. Throwing light on the network’s promotional strategy, Gupta says, “We are launching a huge marketing campaign, which would be different and bigger from last year. IPL is our biggest asset and we need to back it with proper promotional activities. It will be a 360 degree campaign across all mediums and it is expected to go on air by the end of February.”

     

    IPL may be a platform for new talent but it has been the centre of a lot of controversies in recent times. The Supreme Court of India had to intervene to fight misdemeanour of many officials. When questioned about the integrity of the tournament, Gupta asserts, “BCCI is an established organisation and it will certainly take care of the integrity. International cricket stars play in the tournament, spectators love it and advertisers are interested in it, that’s all that matters. By mid-March we will have a packed ad inventory.”

     

    “IPL season 8 will be bigger and better in every aspect including brand valuation. We will grow our viewership and successfully earn good ratings,” Gupta adds.

     

    Media buyers are also upbeat about the tournament. Helios Media managing director Divya Radhakrishnan says, “IPL has a different set of spectators and there is no possibility of fatigue ruining the enthusiasm of the tournament. Whereever there is viewership, there is advertisement and IPL is one of the highest viewed cricket tournaments, which automatically make it a tournament of high commercial interest.”

     

    Maxus managing director Kartik Sharma adds, “The first two or three matches will decide the fate of the tournament. They have to be strong and well fought bouts. If we get last ball finishes and super overs in the initial stages of the tournament it will evolve as a big thing. It’s all about entertainment at the end of the day and if IPL manages to attract spectators and viewers, advertisers will automatically follow.”

  • 2015: ICC World Cup, IPL: Airtel’s ad and marketing expenses likely to increase in FY-2015-16

    2015: ICC World Cup, IPL: Airtel’s ad and marketing expenses likely to increase in FY-2015-16

    BENGALURU:  With the 11th edition of the ICC Cricket World Cup (World Cup) around the corner and IPL season soon thereafter, it is quite obvious that most major media planners must have already booked or are in the process of booking spots on anything and everything that has something to do with cricket. Bharati Airtel Limited (Airtel) has been increasing its advertising and marketing spends (A&M exp) during each edition of the game along with other communication players in the country.

    Notes: (1) All figures mentioned in this report are standalone and NOT consolidated, unless stated otherwise.

    (2) 100,00,000 = 1000,000 = 100 lakh = 10 million = 1 crore

    In 2003, the year of the 8thedition of the World Cup, the company had more than doubled its A&M exp to Rs 166 crore (5.43 per cent of standalone Total Income or TI) from Rs 82.88 crore (5.51 per cent of TI) in FY-2002. In both FY-2002 and FY-2003, Airtel reported loss of Rs 180.53 crore and Rs 176.42 crore respectively. TI in FY-2003 was more than double (up 2.03 times) at Rs 3054.44 crore versus the Rs 1504.12 crore in FY-2002.

    In FY-2004 the company continued its growth path and reported 64.9 per cent increase in TI to Rs 5036.94 crore, A&M exp of Rs 198.77 crore (3.95 per cent of TI) and a PAT (Profit After Tax) of Rs 584.91 crore (11.6 per cent of TI). The company has always been in the black since then, with PAT growing in absolute value as well as in terms of percentage of TI to peak to Rs 9426.15 crore (26.5 percent of TI) in FY-2010.

    Circa 2007, the year of the 9th edition of the World Cup, which started towards the fag end of fiscal 2007 and overlapped to the beginning of fiscal 2008, Airtel’s A&M exp in FY-2007at Rs 402.47 crore (2.26 per cent of TI) was just 0.5 per cent more than the Rs 400.33 crore (3.55 per cent of TI) it had spent in FY-2006. But then 2008 was also the first season of the Indian Premiere League (IPL) Cricket and the company’s A&M exp hiked by 40.7 per cent in FY-2008 to Rs 566.47 crore (2.2 per cent of TI).

    In FY-2007 and FY-2008, Airtel reported PAT of Rs 4033.23 crore and Rs 6244.19 crore respectively. TI in FY-2008 at Rs 25703.51 crore was 44.4 per cent more than the Rs 17944.34 crore in FY-2007.

    In FY-2011, the year of the 10th edition of the World Cup, Airtel spent its highest A&M within a 10 year period starting FY-2005 (FY-05) till FY-2014 (FY-14) at Rs 721.50 crore (1.88 per cent of TI). Corresponding TI and PAT numbers were Rs 38338.90 crore and 7716.90 crore (20.1 per cent of TI) respectively.

    Growth in TI which was in single digits at just 4.7 per cent in FY-2010 versus the previous year, and 7.7 per cent in FY-2011 versus FY-2010, spurted by 10.1 per cent in FY-2012 to Rs 42285.00 crore.

    FY-2014 has again witnessed single digit growth of 8.5 per cent to Rs 50771.90 crore, but that could be attributed to huge 70 per cent mobile subscription penetration attained in the country with 88.63 crore subscriptions (The Telecom Regulatory Authority of India -TRAI claims 93.3 crore mobile subscriptions) against a population of 125.58 crore reported in July 2014.

    Though Fig 1 above indicates that Airtel’s A&M exp has been going up in absolute rupees, it shows a declining trend in A&M exp in terms of percentage of TI.

    Further, as mentioned above, Airtel reported its highest PAT in FY-2010 at Rs 9426.15 crore (26.5 per cent of TI). Since then, PAT dropped steadily to Rs 5096.30 crore (10.9 per cent of TI) in FY-2013, before registering an increase of 29.5 per cent to reach Rs 6600.20 crore (13 per cent of TI) in FY-2014 (Please refer to Fig 2 above).

    Considering the scenario, – sagging PAT and a very aggressive competition in a market place that is reaching saturation in subscription, it is inevitable that the company increase its A&M spends, and the coming World Cup followed by IPL in the early part of fiscal 2016 seem to be the most obvious vehicles for a resurrection of sorts.

    Also post Cricket World Cup years (2003, 2007, 2011), the company’s A&M spends have increased, so FY-2017, FY-2018 should show the company spending more towards A&M.

    In Q2-2015 results, Airtel has indicated a growth of 10.1 per cent in consolidated TI for H1-2015 versus H1-2015. In case the company maintains the same growth rate in H2-2015, extrapolating the 10.1 per cent growth to standalone TI, Airtel’s FY-2015 TI should be in the range of Rs 56,000 crore. Assuming that it maintains A&M spends at 1.2 per cent of TI, its A&M exp for FY-2015 should be at least Rs 670 crore.

  • Jacques Kallis set to take up new role with Kolkata Knight Riders

    Jacques Kallis set to take up new role with Kolkata Knight Riders

    MUMBAI: Indian Premier League (IPL) 2012 and 2014 champions, Kolkata Knight Riders (KKR), have announced that cricketer Jacques Kallis, has decided to continue his association with the franchise, this time in a different role. He will now be seen as a mentor and batting consultant. Kallis has been with the team for close to four years, from 2011 to 2014 and played a big role in the franchise’s success as well as at the Champions League T2O this year.

     

    Commenting on this development, KKR MD and CEO Venky Mysore said, “We are honoured to start a long-term relationship with Jacques in a different role as mentor and batting consultant and benefit from everything he brings to KKR. Jacques’s commitment to KKR has been brilliant and his contribution both on the filed and in the dressing room has been superb.”

     

    Kallis said, “KKR has been my Indian family for the last four years. Over the past year I have had a chance to think about my future and when KKR approached me with this long-term offer, I jumped at it. KKR is a great brand and am really looking forward to assisting them in my new role as mentor and batting consultant.”

     

    Kallis further added, “I had signed a two year contract with Sydney Thunder for 2014 and 2015 and have also committed to playing in The Caribbean Premier League next year.  These commitments were made prior to concluding my new role with KKR.”

     

  • Unmukt and Vinay Kumar to play for Mumbai Indians in IPL 2015

    Unmukt and Vinay Kumar to play for Mumbai Indians in IPL 2015

    MUMBAI: While the country is currently engulfed with football fever with the ongoing Hero Indian Super League, cricket fans are in for some good news. The league that started it all, Pepsi Indian Premier League, in its eighth season, is set to kick off on 8 April 2015, and conclude on 24 May 2015.

     

    The first trading window for the tournament opened on 6 October 2014. So far two players have been traded; Mumbai Indians have acquired Unmukt Chand from Rajasthan Royals and R Vinay Kumar from Kolkata Knight Riders, respectively.

     

     Chand had led the India Under-19 cricket team to the U-19 Cricket World Cup victory in 2012. During the IPL season seven he was bought for Rs 65 lakhs by Rajasthan Royals. Vinay Kumar was picked up by KKR for Rs 2.8 crore.

    Mumbai Indians have also released Michael Hussey and Praveen Kumar (Pepsi IPL 2014 replacement player), both of whom may enter the Pepsi IPL 2015 Player Auction.

     

    The first trading window will close on  12 December 2014.

     

    Meanwhile, BCCI hon. secretary Sanjay Patel said that the IPL governing council has also decided the windows for the 2016 and 2017 seasons of the tournament. Further mentioning the dates, he said, “The Pepsi IPL 2016 will be played in the window between 8 April 2016 and 29 May 2016 while IPL 2017 will be played from 5 April 2017 to 21 May 2017.” 

     

     

    The previous seventh season was won by Kolkata Knight Riders (KKR).

  • SAP Analytics drives KKR to lift Pepsi IPL 2014 trophy

    SAP Analytics drives KKR to lift Pepsi IPL 2014 trophy

    KOLKATA:  The Kolkata Knight Riders (KKR) claimed the seventh edition of the Pepsi Indian Premier League (IPL) monetising SAP Technology, said SAP Labs India.

     

    SAP HANA based platforms – SAP Auction Analytics, SAP Game Analytics and SAP Lumira enabled KKR to evaluate players during the auction, derive post-game analytics following each of the team’s games, and drive fan engagement respectively, during the Pepsi IPL 2014, it is learnt.

     

    During this year’s auction, KKR sought to gain a competitive advantage over other teams by picking the right players at the right price. To objectivize their selections, they applied SAP Auction Analytics. Developed using the principles of Design Thinking, SAP Auction Analytics leveraged the predictive analytics capabilities of SAP HANA through a live dashboard that enabled KKR to derive intelligence on players featured in the auction. With the help of SAP Auction Analytics, KKR put together the winning team of 19 players.

     

    “With SAP’s solutions, we gained a multi-dimensional analysis of every player and were able to devise a playing 11 that had the maximum chance of winning the tournament. During the game too, SAP’s solutions helped us strategize better and provide a great experience to our fans,” said KKR CEO and MD Venky Mysore, adding “Partnering with SAP was lucky for us.”

     

    A data visualisation software, SAP Lumira, provided fans with statistics to learn more about how KKR performed over the course of the 16-match campaign during the Pepsi IPL 2014.

     

    “The business of sports and entertainment is at an inflection point with new technologies driving significant changes to the business and creating vast amounts of qualitative and quantitative data,” concluded said SAP Labs India MD Anirban Dey. 

     

  • MSM launches www.LIVSports.in

    MSM launches www.LIVSports.in

    MUMBAI: Making a giant foray into the digital space, Multi Screen Media (MSM) has announced the launch of ‘LIV Sports’, a digital sports entertainment destination called www.LIVSports.in.

     

    The website promises to present one-point access of the right mix of sports and entertainment across devices. Coming from the Sony Network, LIV Sports aims at targeting both avid sports fans as well as entertainment seekers.

     

    The launch has come right after the Indian Premier League, but on time before the most awaited 2014 FIFA World Cup of which Sony Six is the official broadcaster.

     

    LIV Sports will be the official mobile and internet broadcaster for the 2014 FIFA World Cup which starts from 12 June. The platform will show both live and video-on-demand match content, with informative statistics and analysis.

     

    MSM CEO NP Singh commented, “The idea was to create a premier digital sports entertainment destination where we will offer quality content which is mass inclusive and not designed to cater only to ardent sports fans. We have attempted to redefine the way sporting content is presented and consumed. With LIV Sports we will attempt to keep every cross section of our consumers actively engagement through high quality interactive sports content with informative data and analytics.”

     

    For the upcoming 2014 FIFA World Cup, LIV Sports will have features like live matches with four different camera angles, interactive timelines, live Statistics, match centre, heat maps, match highlights, best goals and team features. The sports website will also have LIV Sports’ football fantasy league, a ‘Pehchaan Kaun’ section, News and Sports editorials along with archive football videos.

     

    Sony Entertainment Network executive VP– new media, business development and digital/syndication Nitesh Kripalani reiterated, “LIV Sports is the first and only digital destination to offer a unique mix of live sports, live statistics and engagement, thereby catering to multiple user groups and their preferences. With LIV Sports we are aiming to create a new category of ‘Sport-ainment’ or ‘Sports Entertainment’.”

     

    He added, “One can either watch the live match, with the deep statistics overlaying the video, or can just click a selfie with the team’s jersey using the ‘Jerseyfy Me’ application. We have also brought back the digital avatar of the player cards, combined with educating fans about the different athletes with ‘Pehchaan Kaun’. The objective is to empower the sports fan with deep statistics on video; as well as engage with the fence sitters.”

     

    Over the next few months, viewers will be able to catch up with the widest range of sporting content, including football, NBA, UFC, tennis and cricket on LIV Sports. The digital destination will offer live and exclusive video content along with a complete coverage of the latest sporting content present, across devices.

     

    Considering the fact that data and statistics makes sports interesting, LIV Sports will aim at giving its viewers a comprehensive and in depth sporting data and info- graphics.

     

    The digital medium will involve its viewers through engagements for the sports loyalist, personalised content and fun applications on social media. So while activities like ‘Mohit Bana Messi’ will help viewers customize their look, ‘Pehchan Kaun’ will help one enhance their knowledge about sports.  

     

    One can login to LIV Sports online – www.LIVSports.in or via the iTunes and Google Play app stores.

     

    This move by MSM propels it to join the league of its rivals like Star Sports and Ten Sports that have a strong digital presence on their sports websites.

  • Blogmint launches ‘The Loudest Cheer’ app for IPL

    Blogmint launches ‘The Loudest Cheer’ app for IPL

    MUMBAI: Tangerine Digital managed and promoted, Blogmint, has launched an app for cricket enthusiasts, world over. Called ‘The Loudest Cheer’, the app aims to connect all the aficionados of the much awaited seventh season of the Indian Premier League (IPL) to their supporting teams. The official launch of the app will take place at a gala event on 16 April, 2014 at Reverb, Noida.

     

     With IPL 2014 being hosted outside India, disappointment amongst the fans is quite conspicuous. The app allows the fans to cheer every time their team scores, thus making them feel part of a live audience. The app also allows users to create their audio or video cheer that will be showcased on digital channels such as YouTube. Moreover, the participants leading the scoreboard with maximum cheers will earn points that will be translated to incredible prizes. The app can be downloaded from the android app store.  

     

    Commenting on the release of ‘The Loudest Cheer,’ Tangerine Digital chief operating officer Seeraj Katoch said, “We are excited to launch the mobile app that aims to connect fans with their favourite sport. The app will help audiences across India to cheer for their favourite team. As, IPL goes abroad, we realised the need for teams and fans to be connected and technology was the only option to bridge the gap.”   

  • Starsports.com sets a new benchmark for sports on digital

    Starsports.com sets a new benchmark for sports on digital

    MUMBAI: The video streaming site from Star India – starsports.com – has garnered unprecedented traction on the digital domain.

     

    The ICC World T20 final between India and Sri Lanka on starsports.com attracted a record 19.3 lakh unique individuals watching the video on the destination, delivering an unprecedented 37.6 lakh visits.

     

    While public figures are not available, the previous record for a single game is believed to have been achieved on IPL last year, with around 14.8 lakh visitors watching the video on 23 April 2013, when Chris Gayle scored 175 for Royal Challengers Bangalore. The final also beat the views registered for the retirement test match of Sachin Tendulkar, 10.3 lakh visitors, which marked the previous high point for starsports.com.

     

    Speaking on the occasion, Star India EVP and head new media Ajit Mohan said: “This is a proof that the fans are ready to embrace a completely new destination conceptualised around video. We are emerging as the best way to follow cricket. The success of ICC World T20 really positions us well for Pepsi IPL 2014, which is debuting on starsports.com this year, and where we have the opportunity to really deliver a whole new experience for IPL fans. Our aspiration is to break the 20 lakh mark for a single game.”

     

    Overall, starsports.com attracted more than 80.9 lakh users during the fortnight long tournament delivering more than 2.24 crore visits. The consumer engagement on starsports.com is continuing to grow dramatically. A total of 101 million live minutes of video were consumed by users during the last four matches played by India in the tournament, with an average of more than 30 minutes per live view. 

     

    Starsports.com offered live matches of ICC World Twenty20 as an ad-free subscription service on its advanced sports video player. In addition, the portal also offered a free, five-minute delayed service.

     

    Powered by live and video rights, the site covers the best of world sports including major cricket tournaments, BPL, La Liga and Serie A in football, F1, hockey, tennis and badminton.

  • Sunny Days for Indian Cricket

    Sunny Days for Indian Cricket

    The Supreme Court’s (SC) latest judgement in the Board of Control for Cricket in India (BCCI) versus petitioners Bihar Cricket Association case has kept the Indian cricket fan upmost in mind. BCCI president N Srinivasan has to make way for legendary cricketer Sunil “Sunny” Gavaskar who will act as the interim president for the duration of the Indian Premier League’s (IPL) seventh edition.

     

    It is obvious that the SC has taken this decision to re-instil faith in the average Indian cricket fan who was disillusioned by the murky happenings viz. spot fixing and illegal betting by key members of a few franchisees of the IPL. Over the past six seasons the blue riband tournament has seen millions of dollars being invested in it and has captured the fancy of cricket followers – actually increasing the ‘fan base’ to an astounding number.

     

    Fortunately, the SC has allowed the BCCI to continue hosting the tournament for the seventh season and has also allowed two teams – Chennai Super Kings (CSK) and Rajasthan Royals (RR) – which were surrounded by controversy, to be a part of the series.  This is good news for the fans, players, franchise owners, media and the many people that are involved in the running of the tournament.

     

    With the IPL a few weeks away, SC’s rider that no employee of India Cements, the company headed by N Srinivasan and which owns CSK, will be part of the BCCI is a hitch that needs to be resolved by the august body. For starters, Sunder Raman the IPL CEO happens to be part of the company. Not just that but many people involved with India Cements are part of the BCCI in various capacities – from coaching to administration.

     

    SC’s directive that Gavaskar will now oversee the IPL Governing Council (which includes his brother–in-law and the other Indian legend, Gundappa Viswanath) in running the tournament has sent a strong message to the people associated with the tournament. Gavaskar is known for his diligence, prudence, patience and for his inclination to play with a straight bat.  Given his reputation as a disciplinarian on and off the field during his playing days, it will be difficult for anyone to twist and turn a norm under his watchful eye.

     

    From what one understands, SC’s latest directive is the first of the many changes that may be in the offing. The next hearing, scheduled in mid-April, will be decisive for the BCCI who will be hoping that the apex court will not cause more changes and disrupt the portals of the ‘most exclusive club in India.’

     

    The SC, by allowing the IPL to continue, has given a breather to the players and fans and has signalled BCCI in clear terms to shape up or face the consequences. Never before in the history of the game in India has a judicial body intervened to set the house right. BCCI, since its inception in 1928, has had conscientious administrators who kept the game above politics. Knowing Gavaskar’s penchant for fair play, Indian fans can rest be assured that underarm tactics will be met with a straight bat. Howwzat!!!

     

    (Hemant Kenkre is a Communications specialist, cricket columnist and former Bombay University cricketer and the views expressed are his own.)

  • Deloitte: Global premium sports broadcast rights pegged at $24.2 billion

    Deloitte: Global premium sports broadcast rights pegged at $24.2 billion

    MUMBAI: Sports fans have much to cheer about as Deloitte in a report have predicted that the value of premium sports broadcast rights worldwide will increase by 14 per cent and reach $24.2 billion (as on 30 June 2013). This is $2.9 billion higher than last year.

     

    India’s Indian Premier League and Indian national team cricket are included as premium sports across the globe along with the National Basketball Association (NBA), top tier domestic football leagues, F1 etc. “The premium sports in each market represent a small proportion of all professional sports activity. However, they represent the vast majority of viewer interest and the bulk of all television revenues,” reads the report.

     

    The Indian Premiere League was bought by Sony and World Sport Group (WSG) in 2008 for $918 million for a period of 10 years. The broadcast rights for domestic games of the national cricket team is with Star Sports while for international games is with Ten Sports.

     

    About three quarters of the whole amount will be contributed by the top ten sports in the world that includes: the top-tier domestic football leagues in England, France, Germany, Italy and Spain, the UEFA Champions League, and the four major North American professional leagues.  The substantial revenue growth in 2014 will be largely driven by new broadcast deals for England’s Premier League, Germany’s Bundesliga and Major League Baseball.

     

    “Television and premium sports are well matched for each other: at the highest level, sport is great unscripted live drama for television. Constant advances in technology are leading to ever more sophisticated, compelling ways in which sports can be portrayed. The development of pay TV in particular has transformed the broadcasting of premium sports leagues. Live content is a key subscription driver for those leagues and underpins pay TV business models. As the pay TV subscriber base rises and revenue per user grows, operators are investing increasing sums to secure this key content,” said Deloitte Sports Business Group senior consultant Austin Houlihan.

     

    He added, “New market entrants looking for attractive differentiating sports content have intensified competition driving substantial uplifts in rights fees. For example, BT’s entry into the UK sports rights market, acquiring sports content to help retain and build its telephony, broadband, and pay TV services, has resulted in substantial revenue uplifts. The Premier League enjoyed a 71% increase in the value of its domestic live rights from 2013/14, while the amount paid for UK rights to UEFA’s top club competitions will double in value from 2015/16.”

     

    In India, the IPL and the matches played by the Indian national team are set to rake in more money this year through sponsorships and associations through merchandises.