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Tag: IPL

  • Biryani By Kilo teams up with IPL star Shivam Dube

    Biryani By Kilo teams up with IPL star Shivam Dube

    Mumbai: Biryani By Kilo, Biryani & Kebab chain, announced its collaboration with Indian cricket star, Shivam Dube. This partnership aims to celebrate the spirit of the Indian Premier League with the irresistible flavours of the brand’s culinary delights and elevate the matchday experience.

    Known for his stellar performances with Chennai Super Kings, Shivam Dube perfectly embodies the “dumdaar” spirit of both the IPL and Biryani By Kilo’s delicacies. This strategic choice is further amplified by biryani’s status as the most-ordered dish during this IPL season. By partnering with the rising star, the brand aims to connect with cricket fans on a deeper level and position itself as the go-to choice for delectable food throughout the season.

    In a recent video shared across Biryani By Kilo’s social media handles, Dube is captured immersed in the overwhelmingly positive response from his fans, acknowledging the need to uphold their expectations. He emphasizes the importance of maintaining peak performance, and what better way to fuel his game than with a flavour-packed biryani, kebab & phirni from Biryani By Kilo? The video concludes with Dube urging viewers to indulge in the explosive flavours and authentic taste of the brand’s biryanis, kebabs, and curries throughout the IPL season.

    Biryani By Kilo co-founder & co-CEO Vishal Jindal said, “Cricket holds a special place in the hearts of Indians, and each year, the IPL unites everyone in a celebration of passion and skill. We are thrilled to partner with Shivam Dube, a true icon of Indian cricket, who perfectly complements the thrill of the IPL season. Just as Shivam brings ‘dumdaar’ power to the field, our biryanis are infused with ‘dumdaar’ flavours and authentic ingredients. Through this, our aim is to offer cricket enthusiasts delectable match day moments that combine the excitement of the game with the unmatched flavours of our signature dishes.”

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by shivam dube (@dubeshivam)

     

    The campaign intends to deliver cricket fans bite-sized content that celebrates their shared love for cricket and delicious food. With over 100 outlets in 45 cities across the country, the brand is making it even easier to enjoy these delectable dishes throughout the season with a limited-time discount. Customers can enjoy discounts on orders placed through the BBK website or app using the code “SHIVAM100”.

  • BeBetta relaunches app for enhanced IPL fan engagement

    BeBetta relaunches app for enhanced IPL fan engagement

    Mumbai: BeBetta, the innovative sports prediction platform, is revolutionising the way fans will engage with IPL this year through its app relaunch, timed with the mega annual cricketing event. Inspired by IPL’s data-driven marketing strategies to enhance the experience of fans, BeBetta has introduced new features on its app, tailored to personalise user interactions, making the experience more intuitive and engaging.

    The relaunched BeBetta app has introduced several key features to enhance user engagement and betting experiences. Among these are head-to-head bets, where users can directly wager against each other on the outcomes of sporting events, adding a competitive edge to the platform. Pool bets enable users to collectively contribute to a pot, with winnings distributed based on correct predictions, fostering a sense of community and shared excitement. The introduction of clubs allows users to join virtual communities where they can discuss sports, share insights, and participate in group activities, promoting social interaction and camaraderie. Additionally, the inclusion of war rooms offers exclusive spaces for users to collaborate, strategise, and analyse bets with advanced tools and data analytics, catering to more serious bettors seeking an edge through detailed analysis and teamwork. These features, coupled with personalised user journeys, gamification elements, and refined design, contribute to an immersive and engaging betting experience on the BeBetta app.

    “At BeBetta, we’re constantly enhancing our app to create a super engaging product that users will love to use daily. Our focus is on retention and gamification, which are crucial for user engagement. These principles are at the core of our entire tech strategy. Features like Head-to-head bets, Pool bets, Clubs, and war rooms are some of the ways we try to do this,” said BeBetta co-founder Meet Shah.

    BeBetta has partnered with brands like Firebolt, Nyomi, TheSnackCompany, Amkette, and 20 plus others for the reward section, enhancing the overall value proposition for users.

    Further commenting on the brand’s expectations from the ongoing IPL season, BeBetta co-founder Meet Shah said, “At BeBetta, our passion lies in crafting a one-of-a-kind, socially interactive sports engagement platform. We’ve practically changed the entire user experience of the app to make it much better, intuitive, and fun. Our expectations are simple, we want to capitalise on this IPL season and break some good records. We’re dedicated to building a dynamic community that not only fosters social connections but also delivers an enjoyable experience tailored to the diverse preferences of sports fans across India. Our goal is to ensure a seamless digital sports fan engagement experience for India’s most popular cricket tournament, the Indian Premier League.”

    By seamlessly blending brand and performance marketing tactics, BeBetta ensures its presence is felt across the digital landscape. The emphasis on community engagement initiatives, coupled with targeted product marketing and innovative ad campaigns, highlights BeBetta’s commitment to establishing authentic connections with its diverse audience base. Setting itself apart from competitors, BeBetta focuses on fostering a sense of passion and engagement among its users, tapping into the social aspect of sports fandom. This unique approach not only differentiates BeBetta in a crowded market but also resonates strongly with sports enthusiasts who seek more than just predictions. In an era where digital platforms vie for attention, BeBetta’s unwavering focus on user-centricity and community-building sets it apart as a trailblazer in the sports prediction industry.

    With a projected milestone of reaching 15 million users by the end of the year, BeBetta is poised for significant growth and success. Leveraging strategic monetisation avenues such as advertisements, microtransactions, and brand partnerships, the brand aims to drive sustainable revenue growth while delivering value to its users.

  • JioCinema teams up with Snap Inc. for IPL lens

    JioCinema teams up with Snap Inc. for IPL lens

    Mumbai: As the Indian Premier League (IPL) buzzes with excitement, JioCinema and Snap Inc. have teamed up to offer Snapchatters an exciting experience with a special lens.  This innovative lens offers live score updates and features larger-than-life team characters reacting in real-time to every delivery, all against the backdrop of the sky!

    This incredible experience is powered by Sky Segmentation technology, which uses Snap’s advanced camera to identify and enhance elements against the sky. Real-time match score updates come from a live sports score API, while custom animations add to the excitement of key moments like boundaries and wickets.

  • Havas Play inks strategic partnership for Valvoline & Lucknow Super Giants at IPL 2024

    Havas Play inks strategic partnership for Valvoline & Lucknow Super Giants at IPL 2024

    Mumbai: Havas Play, the specialised sports, entertainment, and content division of Havas Media Network India, has tapped into the world’s largest T20 cricket extravaganza, the Indian Premier League 2024 by facilitating a strategic tie-up between IPL team Lucknow Super Giants and Valvoline as its official lubricant partner. This association will further strengthen the brand perception of the lubricant behemoth, for which Havas Media India has been managing the integrated duties since 2022.

    With fandom at the center of its ethos, this collaboration is all about maximizing brand exposure, and enhancing fan experiences during one of the most anticipated sporting events globally.

    At the heart of this collaboration lies the seamless integration of Valvoline’s branding on the helmets and caps worn by players of the Lucknow Super Giants team during match days and training sessions. This strategic placement ensures that Valvoline’s brand message resonates with millions of cricket enthusiasts worldwide throughout the IPL 2024 season. The innovative approach of incorporating helmet branding not only amplifies Valvoline’s visibility on air during live IPL broadcasts but also adds an authentic touch that aligns perfectly with the fervor of the game on the ground. As part of the brand activation strategy, a Valvoline kiosk is set up inside the stadium concourse where spectators are kept engaged through various activities such as face painting, merchandise displays, and the distribution of product leaflets and brochures. This interactive approach fosters meaningful connections with the audience, reinforcing Valvoline’s presence and fostering positive brand associations during the IPL season.

    Valvoline Cummins CMO Ipshita Chowdhury said, “Evidently, cricket holds a significant place in Indian culture, with millions of passionate fans across the country. The IPL, with its colossal viewership and widespread popularity, serves as a prime platform for Valvoline to amplify its brand identity. Partnering with a property as popular as the IPL enables Valvoline to extend its reach to various segments of its target audience, including dealers, mechanics, and other key stakeholders within the automotive industry. The collaboration emphasizes Valvoline’s commitment to quality, performance, and innovation in automotive lubricants. This partnership not only enhances brand visibility but also fosters deeper engagement and loyalty among consumers, solidifying Valvoline’s position as a trusted and influential player in the market.”

    Lucknow Super Giants CEO Col Vinod Bisht said, “We are thrilled to join forces with a distinguished brand like Valvoline, a true leader in the lubricant market. Valvoline’s unwavering commitment to excellence mirrors our own relentless pursuit as a team. The shared synergies between Valvoline and the Lucknow Super Giants are unmistakable – as we are driven by a common goal of achieving recognition as performance-driven and passionate champions. This partnership, orchestrated by Havas Play, exemplifies the essence of brand relatability and a value-driven proposition.”

    Talking about the collaboration, Havas Media India president – investments and  Havas Play MD R. Venkatasubramanian said, “Leveraging Havas Play’s expertise in experiential marketing and content creation will serve to amplify the reach and impact of this collaboration. By harnessing its proficiency in crafting immersive brand experiences, we will create compelling narratives around the partnership, resonating with fans both on and off the field. Through innovative storytelling and captivating content, Valvoline will cultivate deeper connections with the audience, ensuring that the brand experience extends beyond traditional advertising avenues.”

  • Boldfit announces partnership with Mumbai Indians this IPL Season

    Boldfit announces partnership with Mumbai Indians this IPL Season

    Mumbai: Boldfit’s partnership with Mumbai Indians marks a significant milestone in the brand’s journey, further solidifying its presence in the realm of sports and fitness. As a brand synonymous with quality, innovation, and performance, Boldfit is set to change the licensing game, with an exclusive line of fitness accessories tailored for the fans.

    Cricket has always been a platform for showcasing exceptional talent and an avenue for promoting a healthy and active lifestyle. With Boldfit’s comprehensive range of products tailored to enhance performance and support fitness goals, Mumbai Indians players and fans alike can expect nothing short of excellence both on and off the field.

    “We are thrilled to join forces with Mumbai Indians, one of the most prestigious cricket franchises. ” said Boldfit CEO Pallav Bihani. “This collaboration aligns perfectly with our mission to inspire and empower individuals to lead a healthier and more active lifestyle. Together with Mumbai Indians, we aim to redefine the standards of performance and fitness within the realm of sport.”

    Through this partnership, Boldfit will offer an exclusive line of Mumbai Indians-branded merchandise, designed to excite the large fanbase. Fans will have access to a range of products designed to optimise their training regimes and support their favourite team throughout the year.

  • IPL soundtrack captivates nationwide with over 20,000 reels

    IPL soundtrack captivates nationwide with over 20,000 reels

    Mumbai: From stadium roars to heart-pounding beats, experience the magic of cricket like never before this season. The vibrant sound of IPL soundtracks, released by Star Sports and II Music, features three songs, namely ‘Vaa Thala,’ ‘Kohli Calling,’ which are dedicated to the brilliance of two of cricket’s most celebrated figures: Virat Kohli and Mahendra Singh Dhoni. These songs are available in Hindi, Tamil, Telugu, and Kannada. Meanwhile, ‘Saath Aa Ke Rang Jamalo’ is dedicated to the fans and is additionally available in Bengali, Malayalam, and Marathi.

    This initiative aims to infuse the IPLonStar experience with electrifying soundtracks, enhancing the excitement and fervour surrounding the event. The Sound of IPL promises to elevate the IPLonStar journey to unprecedented heights, captivating audiences with its carefully curated collection of songs.

    Sung by Burrah, penned & composed by Akshay Raje Shinde, ‘Kohli Kohling’ has all the makings of a chant that will take over stadiums everywhere. The Punjabi rapper, pop singer, and songwriter, Burrah has made many viral appearances on MTV Hustle and boasts a growing fan following that swears by his multiple talents. ‘Kohli Kohling’ is an anthem that celebrates the phenomenal career of Virat Kohli. The song is bound to become a fan favourite, echoing in stadiums across the nation.

    ‘Kohli Kohling’ features an electrifying music video that perfectly captures the powerful ode to Kohli’s relentless spirit on-field. Showcasing thrilling glimpses of our very loved Kohli himself, it enhances the overall experience, making it even more memorable. This captivating video will be a delight for viewers on Star Sports.

    ‘Vaa Thala’ is a foot-stomping anthem dedicated to the legendary Mahendra Singh Dhoni. Sung by the soulful Achu Rajamani, the song takes fans on a nostalgic journey, revisiting Dhoni’s remarkable achievements and his iconic status as Captain Cool. This energetic track, with its catchy lyrics and southern flavour, is sure to unite the ‘Whistle Podu Army’ and set the tone for an unforgettable IPL season. ‘Vaa Thala’ is much more than a track, it is an emotion that encapsulates the love and respect India harbours for Dhoni.

    The third track “Saath Aa Ke Rang Jamalo” emerges as the vibrant anthem celebrating the excitement of fans across the country that accompany the Indian Premier League (IPL). The anthem highlights the multifaceted personas fans embody as they come together to enjoy the cricketing extravaganza. It also captures the true joy of unity and fervour shared among fans, accentuating the unparalleled experience of watching IPL together.

    Sharing views on three songs, Star Sports Spokesperson said, “At Star Sports, we always work towards elevating the IPL experience for fans worldwide. Whether cheering for Virat Kohli’s electrifying play or reliving Mahendra Singh Dhoni’s iconic moments, the #IPLonStar soundtrack brings the passion of cricket and its legends to life. We believe these anthems will resonate with the entire cricket community, igniting stadiums and living rooms alike”

    II Music co-founder Rohit Sobti said “Crafting a song that celebrates the magic of legendary cricket starts is one of II Music’s proudest moments. ‘Captain Cool’ is undeniably an unforgettable part of all our memories, while ‘Kohli Kohling’ resonates deeply with fans of the king of cricket. These anthems transcend mere melodies, becoming cherished moments etched in the hearts of listeners. As a platform dedicated to showcasing diverse genres of music, we are thrilled to collaborate on these iconic chants.

    Talking about his latest track, Burrah said, “As an artist and a diehard fan of Virat Kohli, crafting a melody that honours his genius is a fulfilment of a lifelong dream. The journey of composing this track has been nothing short of extraordinary, filled with moments of inspiration and creativity. I am confident that just as I poured my heart and soul into its creation, fans will resonate deeply with this anthem, finding joy and celebration in its rhythms. This song is not just a creation; it’s a shared experience—a tribute from fans, for fans, and by fans, uniting us all in our admiration for the only our man of cricket.”

    Sharing his thoughts on the song, Akshay Raje Shinde said, “The essence of ‘Kohli Kohling’ is deeply rooted in my admiration for Virat Kohli. Inspired by his iconic moments, whether it’s the unforgettable six against Pakistan in the T20 World Cup or his unmatched vitality on the field, our song endeavours to encapsulate every facet of Kohli’s persona that sets him apart. From his strong determination to his electric presence, ‘Kohli Kohling’ aims to celebrate the essence of the man who embodies cricketing greatness.”

    Echoing similar thoughts, singer Achu Rajamani said, “The mere opportunity of paying a musical ode to the beloved Thala Dhoni is a dream come true. He is truly the adopted son of Chennai, and to be able to celebrate him through a song is any artist’s honour. I can’t stop myself from shaking a leg whenever I listen to this tune, and I’m sure fans will have the same reaction this IPL season”.

    IPL mania is on an all-time high, and with Star Sports and II Music’s latest collaboration, India is all set to party like never before with #IPLonStar. Come, be part of the celebration! Tune in to ‘Vaa Thala’, “Kohli Calling” and “Saath Aa Ke Rang Jamalo” under the collaborated album Sound of #IPLonStar now. Stream Now

    https://bfan.link/sound-of-iplonstar-hindi

    https://bfan.link/sound-of-iplonstar-tamil

    https://bfan.link/sound-of-iplonstar-telugu

  • IPL 2024 expected to drive 50 per cent surge in influencer marketing collaborations: Qoruz Report

    IPL 2024 expected to drive 50 per cent surge in influencer marketing collaborations: Qoruz Report

    Mumbai: As the Indian Premier League (IPL) continues to captivate millions, its impact on Social Media engagements is evident. The IPL is not just a cricket tournament, it’s a social phenomenon that brings fans together, creating a buzz that goes beyond the cricket field. With the rise of digital platforms, the IPL has become a hotspot for influencers to connect with their audience, sharing moments of thrill, passion, and celebration. This trend is only growing, as highlighted in a recent industry report by Qoruz, which forecasts a 50 per cent increase in influencer collaborations during the IPL 2024 season.

    The report examines the substantial growth seen last year, with influencer mentions during the IPL 2023 season showing a 45 per cent increase compared to 2022. This surge was led mainly by sports influencers, who made up 54 per cent of the influencer collaboration share, followed by those in entertainment, beauty, fashion, and lifestyle. Such dynamic interactions underscore the opportunity for brands to partner with the right influencers, leveraging trending content to enhance brand visibility and connection with audiences.

    Leading the influencer marketing initiatives during the 2023 IPL season, JioCinema achieved remarkable success with a staggering 75 million reach across 77 influencers, setting a new standard for social media engagement. Following closely, Dream11’s collaborations also garnered impressive results with 41 million reach from 15 influencers. Other brands such as Zee Music Company, Gugobet, JeetWin, KFC, Puma, Cricbuz, Adidas, Swiggy, Reliance Foundation, Zomoto, Myntra, and Ubon significantly contributed to the vibrant influencer marketing landscape, each leveraging unique strategies to enhance brand awareness and consumer engagement amidst the cricket excitement.

    Qoruz the co-founder and CEO Praanesh Bhuvaneswar highlights the changing dynamics, “The IPL’s widespread appeal and the engaging content created around it offer a prime opportunity for brands to make significant inroads in terms of visibility and engagement. As social media influencers continue to play a crucial role in shaping the narrative around the IPL, brands that strategically partner with these personalities stand to gain immensely.”

    “The ongoing IPL season transcends the boundaries of cricket, transforming into a cultural phenomenon that captures millions of hearts. It presents a golden chance for brands to engage in innovative storytelling and create authentic connections. Leveraging the right influencers during this vibrant period allows brands to amplify their voice, ensuring their message resonates with the audience’s enthusiasm for the game. With an evident surge in influencer collaborations this season, our focus is on crafting impactful narratives that echo with the audience’s passion, fostering a deeper connection with the cricket-loving community,” said Mothi Venkatesh, Head of Growth at Qoruz.

    The report anticipates a significant rise in influencer marketing activity during the ongoing IPL 2024, with a 50 per cent increase in influencer shoutouts expected. This highlights the growing importance of partnering with the right influencers to connect with fans engaged in the season’s excitement. With the IPL uniting both die-hard cricket enthusiasts and casual viewers, brands have a unique opportunity to leverage influencer marketing and reach a massive audience during this highly anticipated event.

  • Viacom18 gets favorable order on pirated IPL streams

    Viacom18 gets favorable order on pirated IPL streams

    MUMBAI: Viacom18 Media is cracking the whip on illegal streaming of the IPL matches online. It recently received a dynamic+injunction  order from the Delhi high court in its favour restraining six  pirated web sites from showing the most prized cricket tournament globally.

    When a company or an individual receives a dynamic+injunction, it allows it to protect copyrighted work as soon as it is created ensuring no irreparable loss to the authors and owners of the copyrighted work.

    The reason the order was given is because any delays in blocking the rogue signals could lead to severe losses for Viacom18 considering the short duration of the IPL matches.  

    The court directed Viacom18 to communicate the details of crooked websites  to the DoT and MeitY on a real time basis so that they can issue blocking orders as well as to the ISPs so that actions can be taken immediately. It also ordered domain name registrars to lock and suspend the pirating websites and disclose their complete details.

    The bench observed that the current VUCA world of the internet, calls for robust and effective legal remedies with courts being proactive in updating, adapting, and modifying their directions to address  challenges that crop up effectively

  • PUMA & Delhi Capitals come together for a multi-year deal

    PUMA & Delhi Capitals come together for a multi-year deal

    Mumbai: Sports brand PUMA India has joined forces with Delhi Capitals as the official kit partner, ahead of the year’s high-powered WPL and IPL season.

    PUMA’s partnership with Delhi Capitals furthers its footprint in the cricketing landscape. With this multi-year alliance, PUMA will also deepen engagement into the capital’s high voltage fandom and tap into the growing pool of sporting talent in the region.

    PUMA’s association with Royal Challengers Bangalore has proven to be a big success in the league.

    As kit partner, PUMA’s logo will be present on the leading arm of the jersey of both the men’s and women’s teams of Delhi Capitals. Inspired by the pulse of the country’s capital, the jersey incorporates the route map of the Delhi Metro Rail – the iconic representation of the city’s enterprising spirit. The players’ kit will also comprise training wear, accessories, travel gear and athleisure, capturing the same design aesthetic as the jersey.

    Commenting on this historic collaboration, PUMA India managing director Karthik Balagopalan,, said, “We are thrilled to partner with Delhi Capitals and begin our association with the young vibrant team. Delhi is emerging as a huge magnet to sporting talent with an inimitable fanbase that has a pulse on the city’s soul and local culture. As a brand, PUMA has continuously championed cricket across levels, and this alliance underscores our commitment towards building the future generation of cricket as well as strong sports merchandising assets. We believe in the power of cricket to unite people, ignite aspirations and are here to push cricket & cricket culture forward.”

    This partnership also reinforces the long-standing relationship between PUMA and Delhi Capital’s parent company JSW through the sports brand’s association with Bengaluru Football Club.

    Jemimah Rodrigues, cricketer and Delhi Capitals’ Vice Captain said, “We’re excited to have PUMA, a brand that’s shown tremendous commitment towards women’s sports, on board with the Delhi Capitals team. We’re thrilled for them to be a part of our journey as we look ahead to another smash hit season of the Women’s Premier League.”

    Commenting on the occasion, Sukhvinder Singh, interim CEO, Delhi Capitals said, “Delhi Capitals is beyond thrilled to partner with PUMA for both our women’s and men’s squads. Being a franchise that focusses on young cricketing talent has always been crucial for us, which makes our association with a youth brand like PUMA an organic one. We’re confident that this partnership which kicks off with the upcoming seasons of the Women’s Premier League & the Indian Premier League is going to be a cracking success.”

    Over the years, PUMA has forged partnerships with diverse sporting teams, encompassing global and Indian football giants such as Manchester City, Borussia Dortmund, AC Milan, Mumbai City FC, and Bengaluru FC, as well as the both the teams of Royal Challengers Bangalore. The brand also boasts a star-studded lineup of brand ambassadors featuring batting icon Virat Kohli, champion sprinter Usain Bolt, football stars Neymar Jr and Sunil Chhetri, celebrated boxer MC Mary Kom, and cricketers Harmanpreet Kaur and Mohammed Shami.

    Additionally, PUMA has demonstrated its commitment to support emerging and versatile sports and activities by venturing into the thriving Esports industry in India through kit partnerships with organisations such as Revenant Esports and Orangutan Esports.

  • “India is the second largest TV market globally with 210Mn Tv HHs”: GroupM’s Atique Kazi

    “India is the second largest TV market globally with 210Mn Tv HHs”: GroupM’s Atique Kazi

    Mumbai: The emergence of addressable TV has been nothing short of ground-breaking. Offering targeted advertising opportunities and personalized content delivery, addressable TV has swiftly carved out a significant niche in the industry. India, with its burgeoning digital market and rapidly expanding connectivity, has been at the forefront of this transformative shift.

    The latest insights from GroupM’s TYNY 2024 report shed light on the remarkable momentum witnessed in the realm of TV in India. Unlike the global market, TV marked a seven per cent growth with the market share of 29 per cent. With each passing year, the adoption of connected TV and the prevalence of addressable TV homes have surged, reshaping the way audiences engage with television content and advertising.

    The report cites phenomenal momentum in the space of addressable TV over the last few years. By the end of 2023, there were 34 million addressable TV homes streaming on connected TV in India. As per the report, in 2024, this growth is expected to be reaching 45 million homes with a YoY growth of 21 per cent.

    By delving into the key findings of the report, it becomes evident that addressable TV is not just a passing trend but a fundamental evolution in the media landscape, poised to reach unprecedented heights in the year 2024. With projections indicating substantial growth in the number of addressable TV homes, India stands on the brink of a new era in television broadcasting and advertising.

    Let’s explore the implications of this growth and future of media consumption in India as Indiantelevision on the sidelines of the GroupM event, caught up with GroupM India president (Data Performance and Digital Products) Atique Kazi, where he shared a lot of insights on the current addressable & linear TV space….

    Edited excerpts

    On the growth of addressable and linear TV in India

    In recent years, the growth of addressable TV homes has been significant. With 7-8 million Addressable TVs in 2021, it quickly rose to 17-18 million and now crossed 34 million. Current projections suggest it could breach 45 million, translating to approximately 21% of TV households in India, given there are around 210-213 million Television households. This growth is fuelled partly by the widespread availability of unlimited broadband, allowing people to stream content without constraints. Interestingly, many of the 45 million users are not completely abandoning traditional TV but are instead switching between linear and on-demand content. Primarily, these users are younger than 40, as older individuals may struggle with new user interfaces & habits. People are making smarter choices based on their viewing habits, opting for platforms that offer their preferred content without additional costs. This trend indicates a shift towards more flexible viewing options.

    On difference between USA and India’s television business and India reaching on par with the developed nations

    India is the second largest TV market globally with 210Mn Tv HHs. Recent increases in prices and the abundance of content accessible through streaming platforms are prompting consumers to transition from Pay TV to Free TV, often supplemented by low-cost or ad-supported streaming services made possible by improved internet connectivity. In the United States, over 85% of households are users of Connected TV (CTV), whereas in India, CTV penetration stands at only approximately 16% (FYR only 34mn/210mn), indicating significant growth potential in India. CTV advertising constitutes 7% of the total media expenditure in the US, while India has just embarked on this journey in the last three years, with digital extensions already accounting for 4% %( FYR only 5750cr/155386 cr ) of the overall advertising expenditure and expected to surpass the US average.

    On consumers preferring TV over mobile phones for media consumption

    The preference for viewing always rests with the consumer based on their convenience. For example, while I am outside home and want to catch on to my favourite content, mobile is definitely an option. But at the comforts of home when you have access to a large screen, preferences change. What has happened now is the ease of access to content is the same on TV & mobile, what changes is the environment with whom/where you watch them. With features such in IPL like multi camera viewing angles and enhanced post-match production, viewers are provided with an improved viewing experience, influencing their choice on a big screen vs small screen.

    On the fall of DTH industry according to TRAI’s latest reports on losing 1.32 paid subscribers in July-September 2023

    The DTH industry is shifting towards free-to-air (FTA) content over pay TV, building the need for smarter, internet-enabled set-top boxes. The advancement I foresee is for the insertion of addressable ads on linear television, revolutionizing the advertising ecosystem. However, the industry faces challenges due to broadcasters’ split strategy for television and their digital platforms, as well as the disconnect between broadcasters and distributors. Without collaboration to effectively sell addressable ads, the potential benefits of this technology, as seen in markets like Korea, may not be easy in India. Airtel and Tata Play have introduced smart set-top boxes capable of addressable ads, but without broadcaster collaboration, unlocking their full potential may prove difficult.