Tag: Ishan Chatterjee

Howzat for history India lifts Cup as JioHotstar breaks viewership record

MUMBAI: India didn’t just lift the ICC Women’s Cricket World Cup, they lifted the nation’s spirits and the ceiling on women’s sport viewership. As the Women in Blue scripted history on home soil on Sunday, JioHotstar’s screens lit up with record-breaking numbers that signalled a golden age for women’s cricket, one finally standing shoulder to shoulder with the men’s game.

The World Cup final saw a staggering 185 million users tune in on JioHotstar, matching the viewership of the ICC Men’s T20 World Cup 2024 Final and surpassing even the average daily reach of the TATA IPL. Across the tournament, the platform recorded an unprecedented 446 million total reach, higher than the combined viewership of the last three Women’s World Cups.

When Harmanpreet Kaur’s team lifted the trophy, it wasn’t just the crowd at the stadium that roared, a record 21 million concurrent viewers tuned in for the climactic moment. The emotional resonance of India’s win transformed the final into a national event, watched, cheered, and lived across homes and screens.

The victory was also mirrored by a historic leap in Connected TV (CTV) engagement 92 million viewers watched the final on large screens, equalling the CTV viewership of both the ICC Men’s T20 World Cup 2024 Final and the ICC Men’s Cricket World Cup 2023 Final. The data reflects a major shift in how India consumes live sport, as fans embrace digital platforms for high-quality, big-screen viewing experiences.

“The ICC Women’s Cricket World Cup India 2025 has reaffirmed the growing stature of women’s cricket in India,” said JioStar CEO of sports Ishan Chatterjee. “The exceptional quality of cricket and the Indian team’s incredible performance have driven record-breaking viewership and inspired a new generation of fans, athletes, and brands to stand behind the sport.”

The tournament’s success is being hailed as a watershed moment proof that women’s cricket has moved beyond token attention to mainstream celebration. It’s not just being watched anymore; it’s being witnessed by millions, in real time, with equal passion.

As the dust settles on this historic win, attention turns to the TATA WPL 2026, where viewership expectations are already soaring. For India’s women cricketers and their ever-growing army of fans, this is just the beginning of a new innings.

November 7, 2025
Wickets Widgets and Wow Moments Make India’s Sports Playbook a Big Hit

MUMBAI: It’s no longer just about cricket bats, it’s about data stats, fandom maps, and digital laps. At FICCI Frames 2025, Ishan Chatterjee, CEO for Sports, JioStar, set the ball rolling on how India’s sports and media ecosystem is stepping into its biggest growth spurt yet fuelled by inclusivity, innovation, and a nation hooked on both wickets and Wi-Fi.

Chatterjee painted a picture of an industry at “an inflection point”, quoting a Deloitte study that pegs India’s sports economy to leap from 30 billion dollars in 2023 to 70 billion dollars by 2030. “To put that in perspective, Brazil stands at 6–8 billion dollars, and the UK, one of the most advanced markets, is at about 40 billion dollars,” he said, underscoring India’s ascent as a sporting superpower in the making.

But even as men’s cricket continues to mint viewership gold, Chatterjee said the real growth story lies beyond the boundary. “The big trend we’re betting on is the rise of other sports in India whether established ones like tennis, football and kabaddi, or newer ones like e-sports. As soon as Indian athletes start delivering world-class results, fandom accelerates. Just look at what Neeraj Chopra did for the javelin,” he said, drawing cheers from the audience.

If cricket remains the heartbeat, the pulse is diversifying fast. Chatterjee believes the next decade belongs to multi-sport India, where technology and storytelling will be as crucial as talent. “India’s young audience is discovering, following, and even betting emotionally on new sports. What used to be once-a-year cricket fever has become a 12-month sports calendar,” he noted.

At the heart of this transition, he said, lies fandom, a force as unpredictable as it is powerful. “We’ve moved from viewership to ownership. Fans no longer just watch; they participate, react, and create. That’s why sports is no longer just an event, it’s an experience.”

Chatterjee also touched upon what he called one of JioStar’s biggest responsibilities, inclusivity especially in women’s cricket. “Our role as broadcasters is to give women’s cricket visibility, prime-time slots, and the right storytelling so it inspires the next generation. The WPL is one of our biggest priorities,” he said.

He emphasised that women’s cricket is not just a symbolic cause but a commercial and cultural imperative. “From a consumption standpoint, there’s a lot of headroom. From a business perspective, it makes sense to invest in it. But more importantly, for our sporting culture to become truly representative, women’s cricket has to grow,” he added.

Naturally, the talk couldn’t skip India’s favourite sporting spectacle the IPL. “The great thing about the IPL is the scale it operates on. During the last season, we lit up over 1.1 billion screens across TV and digital,” Chatterjee said.

But the magic, he added, lies in customising the experience. “To grow consumption whether it’s more viewers, more matches, or longer watch time, we have to appeal to different interests. For the core fan, it’s about depth and stats. For the casual viewer, it could be entertainment, creators, or even Motu Patlu engaging kids. That mix keeps the IPL ecosystem buzzing.”

If fandom is the fuel, technology is the engine driving this new sports era. “India has always been at the cutting edge of tech adoption,” Chatterjee said. “At JioStar, we are led by consumer behaviour, and our vision for sports viewing is a completely personalised one-to-one feed. Two people can watch the same match, but the experience camera angles, commentary, interactive features will be entirely different for each.”

From AI-driven smart highlights to multi-cam viewing and vertical formats, Chatterjee said technology is already reshaping how fans engage with sport. “This is just the beginning,” he smiled. “Imagine a future where your favourite player’s perspective, the commentator you like, or even the memes you enjoy all are woven into your viewing experience.”

Chatterjee pointed out that India’s unique combination of youth demographics, mobile-first audiences, and insatiable appetite for entertainment positions it perfectly for sports innovation. “Our sports consumption is growing not because we’re copying Western models, but because we’re creating an Indian one built around community, interactivity, and scale,” he said.

From e-sports tournaments drawing millions online to local leagues popping up in tier-two cities, the momentum is unmistakable. “The beauty of India’s sports journey,” he said, “is that every new fan adds to the market, not just shifts within it. Every new sport that takes off expands the universe.”

As the fireside chat wrapped up, one thing was clear, India isn’t just playing more sports; it’s reimagining how sports are played, viewed, and loved.

Chatterjee’s closing line summed up the sentiment perfectly: “For us, sports is not just entertainment, it’s identity. As long as our athletes keep pushing boundaries and our fans keep breaking the internet, India’s sporting story will only get bigger.”

And with a wink to the future, he added, “We’re just in the warm-up. The real game begins now.”

October 8, 2025
Ishan Chatterjee steps in as JioStar’s new sports and live experiences boss

MUMBAI: Ishan Chatterjee has been named chief executive – sports and live experiences at JioStar, stepping into the hot seat vacated by Sanjog Gupta, who now helms the International Cricket Council (ICC) as its chief executive officer.

Chatterjee will continue to juggle his responsibilities as chief business officer – sports revenue, SMB & creators, even as he steers JioStar’s live sports ambitions. He joined the media giant in 2024 (then JioCinema), following a 13-year innings at Google, where he was last managing director of YouTube India.

A Wharton and St. Stephen’s College, Delhi alum, Chatterjee has done time at McKinsey & Co and Hindustan Unilever.

With nearly 20 years of skin in the game across media, consulting, and consumer goods, he now takes the pitch at JioStar with a stacked playbook.

July 7, 2025
Women cricket anchors dazzle this IPL season with diamond flair

MUMBAI: Cricket may be about bat, ball, and brilliance but this IPL season, there’s another element lighting up screens: bling. As the Tata IPL 2025 sets stadiums ablaze, India’s top women cricket anchors are stepping into the spotlight with more than just stats and sharp commentary they’re shimmering in natural diamonds.

In a first-of-its-kind partnership, De Beers Group has joined forces with Star Sports and JioHotstar to add sparkle to the studio. Eleven celebrated presenters from across feeds are donning exquisite diamond jewellery during match broadcasts proving that cricket and couture can go hand-in-hand.

From layered bangles to cocktail rings and statement neckpieces, the diamonds are not just accessories, they’re part of the performance. Whether delivering power plays or pre-match predictions, the anchors are bringing glam to the game, fusing cricket’s high energy with the poise of polished elegance.

But the shine doesn’t stop there. The partnership has also rolled out a new segment, Real Diamonds of the Week, spotlighting cricketers whose on-field feats echo the qualities of a diamond resilience, brilliance, and timeless appeal. It’s a sparkling tribute that swaps the traditional ‘player of the match’ with something a little more radiant.

De Beers Group SVP Shweta Harit said, “Cricket and natural diamonds both embody authenticity, excellence and a lasting legacy. Just as the game unites fans across regions and generations, natural diamonds symbolize connections that stand the test of time. This collaboration brings the brilliance of the sport and the timeless allure of diamonds together, making every moment on screen even more memorable.”

JioStar chief business officer for sports revenue and SMB & creator Ishan Chatterjee, said, “With record-breaking viewership marking the opening weekend of Tata IPL 2025, cricket continues to unite audiences like never before. This collaboration between De Beers Group and India’s leading women anchors adds brilliance to the game, blending its precision and passion with the timeless elegance of natural diamonds. Just as cricketing icons leave an indelible mark on the field, these presenters shape the narrative with confidence and style, making every moment even more unforgettable.”

It’s a rare match where sport and sparkle share the screen but one that’s clearly hitting it out of the park. In a league obsessed with sixes, this glittering collaboration is a stylish seventh.

April 8, 2025
IPL 2025 gets a fresh coat as Birla Opus Paints colours outside the lines

MUMBAI: When cricket fever hits India, even the paint industry pads up. As the IPL 2025 season bowls over fans across the country, Birla Opus Paints has stepped onto the pitch with a splash. The paint brand has partnered with JioHotstar to stir up more than just fan emotions—they’re mixing colours and cricket like a pro bartender at a Holi party.

Yes, Birla Opus Paints, under the mighty umbrella of Aditya Birla Group’s Grasim Industries, announced its official partnership with the Tata IPL 2025 and JioHotstar, rolling out a quirky campaign called the ‘Indian Colours League’. The concept? Every IPL match now spawns a brand-new paint shade, born from the merging team colours of the day. It’s cricket meets chemistry, with a splash of marketing genius.

Each time two rival franchises face off, their iconic team colours blend in real time to create a new, exclusive shade. It’s not just paint—it’s pigment poetry. This colourful concoction symbolises not just the intensity of the match but also the camaraderie, shared history and electric energy both teams bring to the pitch.

Players from the competing teams will share what their team colours mean to them in pre-match videos. As they wax lyrical, their team hues morph into a fresh Birla Opus Paints signature shade, capturing the essence of the upcoming clash. Imagine blue and yellow creating more than just green—they’re painting legacies now.

“At Birla Opus Paints, we believe in the transformative power of colours. This IPL season, through the Indian Colours League, we’re blending the colours of the rival teams in each match to celebrate camaraderie and legacy. This IPL season, we invite fans to witness the magic that happens when colours fuse – because both in cricket and in life, every interaction has the power to create something truly unforgettable,” said Birla Opus Paints head – marketing Inderpreet Singh.

JioHotstar CBO, sports revenue, SMB & creator, Ishan Chatterjee chimed in with equal flair, “At JioHotstar, we are always looking for ways to push the boundaries of fan engagement, and the Indian Colours League does just that. Cricket and colours both have a deep emotional connection with people, and this campaign beautifully brings them together. By blending the worlds of cricket and colour, we are offering fans an experience that goes beyond the game, turning every match into a visual spectacle.”

Leo – south Asia CCO Sachin Kamble made a poetic pitch, “Cricket isn’t just a game – it’s a canvas of passion, sportsmanship, emotion, camaraderie just like the colours that represent each team and their winning spirit. Indian Colours League leverages this aspect of IPL. Just how competitiveness blends with friendship resulting in a good game, two colours come together to create another beautiful shade, the colour that stands for unity bringing the country together.”

This dazzling marketing idea was co-conceptualised by Birla Opus Paints, Leo India and Wavemaker India in partnership with JioHotstar. A colourful ménage à trois, if you will.

Each shade forged in the crucible of cricketing rivalry becomes more than just a colour. It’s a limited-edition legacy. A visual souvenir of that epic clash. A brushstroke in cricket’s ongoing mural of madness. Forget hex codes, these hues come with hashtags and heartbreaks.

Launched in 2024, Birla Opus Paints is already making a splash in the decorative paints segment. Now, they’re turning matches into colour-coded memories.

March 21, 2025
Inside JioStar’s IPL 2025 advertising revolution: Chatterjee unveils unprecedented cross-platform strategy

MUMBAI: In what industry observers are calling a watershed moment for cricket broadcasting, JioStar is orchestrating a comprehensive transformation of the Indian Premier League (IPL) advertising ecosystem ahead of the 2025 season. Ishan Chatterjee, the company’s chief business officer for sports revenue, SMB & creator, recently outlined the ambitious strategy that leverages the newly merged digital-linear platform to create what he described as “the most sophisticated sports advertising vehicle in the global marketplace.”

The sweeping changes come at a pivotal moment for both the IPL and India’s media landscape, with JioStar aggressively positioning itself as the premier destination for brands looking to connect with the country’s massive cricket audience. Even as the IPL last year generated 525 million viewers, the aspiration this year that it will just around double that by the time the tournament ends, making it the amongst the most watched sports spectacles globally. A billion viewers for the IPL? No one in the BCCI or ICC would have imagined this kind of viewer engagement when the league was conceived.

The cornerstone of JioStar’s 2025 IPL strategy is the full integration of what were previously separate digital and linear broadcast operations, creating what Chatterjee calls “a unified ecosystem that eliminates the traditional boundaries between viewing platforms.”

“Previous IPL seasons required advertisers to navigate separate buying processes, measurement systems, and creative specifications for digital and television,” explained Chatterjee. “The merged JioStar platform fundamentally reimagines this approach, offering brands a synchronised presence across all viewing environments while streamlining the entire process from initial planning through post-campaign analysis.”

“The days of platform-specific advertising strategies are rapidly fading,” Chatterjee noted. “Our integrated approach acknowledges the reality that viewers move fluidly between large-screen and mobile experiences, often within the same match or even the same over.”

To capitalise on this consolidated approach, JioStar has completely restructured its sales operation, moving away from the platform-centric model that previously separated digital and television teams.

“We’ve implemented a category-first organisational structure,” revealed Chatterjee. “Each vertical is staffed with specialists who deeply understand both the specific industry dynamics of their assigned categories and the full capabilities of our merged platform.”

The new structure includes dedicated teams focusing on:

* High-value partnerships: Targeting India’s largest advertisers with customised, multi-faceted campaigns spanning both platforms

* SMB development: Creating accessible entry points for medium-sized brands previously priced out of IPL advertising

* Digital-native brands: Specialised solutions for direct-to-consumer companies seeking performance-based outcomes

* Regional activations: Localised advertising options leveraging JioStar’s language-specific feeds

* Industry Verticals: Category specialists in FMCG, automotive, finance, technology, and other key sectors

This restructuring has enabled more strategic conversations with potential advertisers, according to Chatterjee. “Rather than beginning with platform selection, we now start by understanding the brand’s specific business objectives, then architect solutions that leverage the appropriate mix of touchpoints.”

Early advertiser commitments suggest strong market reception to JioStar’s new approach. Chatterjee confirmed significant early adoption across several categories: “We’re seeing particularly strong momentum in FMCG, beverages, and seasonal categories like air conditioners and fans that benefit from the IPL’s alignment with early summer,” he said. “The fantasy sports and fintech sectors continue their aggressive expansion, while we’re also seeing renewed interest from automotive and consumer electronics brands.”

Industry sources familiar with IPL advertising rates suggest that JioStar is commanding premium pricing for the 2025 season, with integrated packages reportedly 15-20 per cent higher than comparable separate buys in previous years. Despite these increases, Chatterjee indicated that demand remains robust.

“Early conversations with partners indicate exceptionally strong confidence in IPL’s ability to drive business outcomes at scale,” he noted. “The tournament’s combination of massive reach and deep engagement remains unmatched in the Indian media landscape.”

Perhaps the most significant development in JioStar’s 2025 offering is the implementation of Nielsen’s comprehensive analytics dashboard, providing advertisers with unprecedented visibility into campaign performance across both digital and linear environments.

“This represents a fundamental shift in sports advertising measurement,” emphasized Chatterjee. “For the first time, brands have access to independent third-party validation covering both digital and traditional broadcast exposures within a unified reporting framework.”

The Nielsen partnership addresses what has historically been a significant pain point for advertisers—the inability to consistently measure cross-platform campaigns. The dashboard provides real-time data on:

* Total deduplicated reach across all platforms

* Frequency distribution by viewer segment

* Engagement metrics specific to ad format

* Brand lift measurements

* Attribution modeling for direct response campaigns

* Audience composition analysis

* Competitive share of voice

Several major advertisers have cited this measurement capability as decisive in their spending allocations. “The transparency and actionability of the data have been game-changers in our conversations with brand partners,” said Chatterjee. “The ability to optimise campaigns mid-tournament based on real-time performance insights creates an entirely new dimension of value.”

JioStar’s 2025 IPL coverage will showcase an extensive array of advertising formats designed to maximise engagement across viewing environments. Chatterjee highlighted several breakthrough innovations which
the platform’s digital offerings leverage advanced technology to create highly targeted and interactive experiences:

* AI-Powered Audience Segmentation: Utilising over 100 different targeting parameters including demographics, geography, language preferences, viewing history, and first-party data

* Dynamic Creative Optimisation: Automatically tailoring ad creative based on viewer attributes and behaviors

* Interactive Overlays: Enabling viewers to engage directly with brand content without leaving the match stream

* Click-to-Engage Units: Creating immediate pathways to brand websites or app downloads

* Lead-Generation Formats: Capturing viewer information within the viewing experience

* Sequential Messaging: Delivering progressive brand narratives across multiple ad exposures

* In-Stream Commerce: Enabling direct purchases within the viewing environment

“Our digital capabilities enable precisely targeted messaging that connects brands with high-intent consumers at exactly the right moment,” explained Chatterjee. “This level of personalisation dramatically increases both engagement and conversion rates.”

For linear broadcast, JioStar has developed several proprietary formats designed to break through the traditional commercial break paradigm:

* Brand spotlight: Exclusive placements during the strategically important first five overs of matches

* CGI-led live interventions: Seamlessly integrating brand messaging into broadcast graphics and virtual elements

* Scannable action replay: Technology that makes television content directly interactive with mobile devices

* 3D breakout billboards: Immersive graphical elements that extend beyond standard screen boundaries

* Strategic time-out sponsorships: Premium integrations during the match’s natural breaks

* Synchronised second-screen experiences: Coordinated messaging across television and digital platforms

* Contextual trigger activations: Ad deployments tied to specific match events or performance milestones

“These innovations fundamentally reimagine what’s possible within the traditional broadcast environment,” Chatterjee said. “We’re creating opportunities for brands to engage viewers during the most compelling moments of match coverage rather than relegating them exclusively to commercial breaks.”

A major focus of JioStar’s 2025 strategy is the seamless integration of commerce capabilities directly into the viewing experience. Chatterjee identified this as a pivotal growth area, particularly for quick commerce and mobile commerce advertisers.

“The ability to convert viewership into immediate purchase opportunities represents the holy grail for many advertisers,” he explained. “We’ve developed several capabilities specifically designed to collapse the traditional funnel and enable instant commerce conversions.”

These capabilities include:

* Interactive elements within the viewing stream that reveal product information and purchase options

* Voice-activated commerce: Enabling viewers to initiate purchases through voice commands on compatible devices

* One-click purchasing: Streamlined checkout for registered users

* Real-time inventory integration: Live availability updates for limited-time offers

* Geo-targeted delivery options: Customised fulfillment messaging based on viewer location

* Post-purchase attribution: Connecting sales outcomes to specific ad exposures

Particularly innovative is the “scannable action replay” technology, which Chatterjee described as “creating commerce opportunities during the most engaging moments of match coverage.” The feature enables viewers to instantly interact with products featured during replays without the need for traditional QR codes.

When questioned about potential internal competition between JioStar’s digital and television sales teams, Chatterjee emphasised that the company’s approach is collaborative rather than competitive, focusing on the unique strengths of each platform.

“We’ve moved beyond the outdated notion of platform competition,” he stated. “Each viewing environment offers distinct advantages that can be strategically leveraged as part of a comprehensive campaign architecture.”

According to Chatterjee, television excels at establishing broad reach and emotional impact, while digital platforms enable precise targeting and interactive engagement. “The most sophisticated advertisers are recognising that these capabilities are complementary rather than competitive,” he noted. “Our integrated planning approach helps brands identify the optimal balance based on their specific objectives.”

Looking toward the future, Chatterjee outlined JioStar’s commitment to continued measurement innovation, including plans to incorporate attention metrics, emotional response data, and advanced attribution modeling into future advertising packages.

“We’re investing heavily in next-generation measurement capabilities that will provide even deeper insights into how advertising impacts both brand perception and purchase behavior,” he revealed. “These advancements will further enhance the strategic value of IPL as an advertising platform.”

As IPL 2025 approaches, JioStar appears positioned to capitalise on the tournament’s massive viewership with what Chatterjee confidently predicted will be “record-breaking commercial performance across all metrics.”
Industry analysts suggest that if successful, JioStar’s integrated approach could serve as a template for sports broadcasting globally, potentially influencing how major properties like the NFL, Premier League, and Olympics structure their commercial offerings in coming years.

“What we’re building goes beyond simply selling advertising inventory,” concluded Chatterjee. “We’re creating an entirely new model for how brands can engage with sports audiences across the full spectrum of viewing experiences—a model that delivers unprecedented value for advertisers, viewers, and the broader cricket ecosystem.”

March 2, 2025

Uday Shankar & Ishan Chatterjee’s masterplan to disrupt the sports ecosystem

MUMBAI: By partnering with Nielsen, Uday Shankar and Ishan Chatterjee have revolutionised the way advertising revenue is allocated in media. With all relevant consumption metrics now accessible, brands and managers can accurately measure the return on investment for ads on the JioHotstar platform.

Previously, advertisers relied on distributor and retailer feedback to gauge the impact of TV or OTT ad campaigns or simply trusted platform-provided figures on watch times and engagement. This lack of transparency led many senior marketing executives to lament that half their advertising budget was wasted—without knowing which half.

Now, with JioHotstar exposing detailed consumer engagement data, transparency is paramount. Competitors such as Sony, Zee5, and MX Player will face pressure to disclose their own engagement metrics, which are likely to fall far short of JioHotstar’s. With 50 million subscribers, JioHotstar’s numbers will set a new benchmark, challenging the credibility of figures previously reported by other streaming services.

Will Nielsen’s dashboards validate or debunk existing industry claims? Will this new transparency drive up unit pricing for OTT ad spots or cause a market correction?

Some believe smaller OTT platforms could benefit from JioHotstar’s initiative, as advertisers gain confidence in exploring alternative options.

“The battle for advertising video revenue is primarily between Alphabet, Meta, and other players, while retail commerce giants such as Amazon, Flipkart, and Swiggy are evolving into media powerhouses, attracting thousands of crores in ad spending. The first two dominate 70 per cent of India’s digital ad spend. Transparency measures like JioStar’s could shift investment from Alphabet and Meta to other video platforms as the ad market expands,” observes an industry expert.

To capitalise on this shift, Uday Shankar has launched sports channels in multiple languages in both standard and high definition. The true impact of JioStar’s transformation of the sports vertical will likely become evident later this year, as marketers, agencies, cable operators, aggregators, and DTH platforms assess the platform’s potential. Subscription and advertising revenue are expected to surge.

Digital advertising has long been a black box, with advertisers investing heavily in Meta and Alphabet despite knowing there’s wastage—largely because of the strength of their data, even though it’s self-reported.

In an effort to bring more transparency, Google has been encouraging third-party tech solution providers outside its ecosystem through programs like YTMP, where Channel Factory plays a role, particularly for YouTube advertisers.

The recent Jio-Hotstar collaboration with Nielsen aims to shed light on consumption data, providing advertisers with third-party insights. However, since the study is commissioned by the media company itself, its credibility will be met with some skepticism—much like the trust advertisers place in Meta and Alphabet’s data. That said, it still offers a level of validation that could make investment decisions more confident.

More importantly, this move could push other players to enhance transparency in their own data reporting, ultimately fostering a more accountable digital ecosystem

Yesudas Pillai
Founder Y&A Transformation and Strategic Advisor, Channel Factory

The BCCI has thrived on the IPL’s ever-increasing media rights value, pocketing Rs 48,000 crore in the 2022–27 cycle. However, the IPL has been a loss leader for JioStar, with revenue projections of Rs 4,000–4,500 crore for the 2025 season, meaning profitability remains elusive.

The recent merger aims to stabilise rights acquisition costs. Previously, Disney Star and Viacom18 engaged in aggressive bidding wars, inflating prices. With one less competitor, prices may better reflect market realities—unless Netflix, Eurosport, Prime Video, YouTube, Zee, or Sony enter the fray, not just for the IPL but for other sports properties, as India’s sporting interests expand beyond cricket.

(Sources suggest sports administrators are privately expressing concerns about the impending disruption, while smaller sports associations are eager for new opportunities.)

If rights prices fall to more realistic levels, the entire ecosystem will feel the effects. BCCI and ICC will have less revenue from central media and broadcast rights pools, reducing payouts to team owners. Consequently, player salaries will also decline as team owners rationalise spending. The days of cricketers commanding double-digit crore salaries, as Virat Kohli, Rohit Sharma, and Hardik Pandya have, may be numbered.

The sports sector is on the brink of a transformation. On the infrastructure side, on the broadcast side, on the talent side – it is all waiting to explode. Production quality, engagement, and interactivity will reach unprecedented levels. It only took a nudge from the likes of Uday Shankar, Akash Ambani, and Nita Ambani. As the saying goes, the match isn’t over until it’s won—or lost.

February 19, 2025

JioHotstar & Nielsen ink deal to offer transparent digital ad consumption data to advertisers

MUMBAI: When the ad market is tough and advertisers are demanding transparency, there is no option for publishers but to open up consumption metrics on their platforms. At least that’s what one understands from this morning’s announcement between audience measurement firm Nielsen and the recently-born JioHotstar.
Under this, the duo will deliver advanced analytics solutions ahead of the Tata Indian Premier League (IPL) 2025 to advertisers. The collaboration represents a significant shift in India’s digital advertising landscape, marking the first instance of transparent campaign reporting by an Indian media company.

Under the partnership, Nielsen will establish a sophisticated data pipeline to measure advertising effectiveness across JioHotstar’s properties, leveraging its century-long expertise in audience measurement and first-party data analysis. The company will deploy its flagship Nielsen One Ads platform—formerly known as Digital Ad Ratings (DAR)—alongside the newly developed Volumetric and Reach Analysis tools.

Advertisers and agencies will gain access to a unified dashboard providing crucial metrics including:
* Daily cumulative reach reporting
* Demographic breakdowns by age and gender
* Campaign impression data
* Click-through rates
* On-target reach metrics
* Near real-time performance insights

The initiative launches at a pivotal moment, as India experiences a substantial surge in digital content consumption across multiple platforms, including connected TV (CTV), mobile devices, tablets, and computers. The measurement system’s debut is strategically timed to coincide with the Tata IPL 2025, India’s premier cricket tournament, which traditionally attracts massive viewership across platforms.

“Through our association with Nielsen, we aim to redefine how advertising on digital/OTT is measured across India’s most iconic entertainment and sports properties,” said JioHotstar chief business officer Ishan Chatterjee. He emphasised that the partnership demonstrates JioHotstar’s commitment to providing advertisers with cutting-edge solutions that enhance transparency and precision.

Nielsen president commercial – Asia Arnaud Frade highlighted the significance of independent third-party measurement in today’s fragmented content consumption landscape. “This collaboration with JioHotstar not only reinforces our role as a preferred partner in the Indian media ecosystem but also enables us to address long-standing industry challenges,” Frade noted. “The biggest player has made a decisive commitment to transparency, equity of measurement, and adhering to global standards.”

The new measurement system will be particularly valuable during live sports events, where audience behaviour can be highly variable. Advertisers will receive near real-time access to data, with reporting available either same-day or next-day depending on the metric.

The partnership involves several technical innovations:

* Integration of Nielsen’s measurement tools with JioHotstar’s first-party data
* Implementation of advanced audience segmentation capabilities
* Development of real-time reporting mechanisms
* Creation of a unified dashboard for campaign performance tracking

Hemant Kewalaya, Nielsen’s India lead, acknowledged the complexity of the implementation while emphasising its significance: “For the first time, an Indian publisher is embracing transparency, which is truly encouraging. Hopefully, this move will inspire other publishers to step forward and contribute to strengthening this ecosystem.”

JioHotstar’s move to embrace transparent measurement is expected to set new standards for India’s digital advertising landscape. The collaboration addresses growing advertiser demands for accountability and measurable outcomes in digital spending. Industry experts anticipate this partnership could prompt other streaming platforms to adopt similar measurement frameworks, potentially leading to standardised digital advertising metrics across India’s rapidly evolving media landscape.

The initiative is particularly significant for live sports broadcasting, where accurate audience measurement has traditionally been challenging. With the integration of Nielsen’s tools, advertisers will be able to better understand viewer engagement patterns and optimise their campaigns accordingly, potentially leading to more relevant and effective advertising experiences for viewers.

February 17, 2025
JioStar Study reveals live cricket streaming on mobile outperforms other platforms for long-format ads

MUMBAI: Media planners and buyers who are sharpening their teeth before going in for the kill over unsold inventory during the cricket coming up in the next few months, pay attention to this piece of information being put out by JioStar.

A neuroscience-backed study conducted by its team in collaboration with Neurons Inc has revealed that advertising during live cricket streaming on mobile drives superior audience engagement, focus, and brand recall compared to other digital platforms, making it the most effective medium for long-format advertising.

The study evaluated identical advertisements across JioStar’s mobile streaming platform and three other digital platforms, including a user-generated video service, an image-centric social media platform, and a community-driven network. The findings demonstrated striking differences in cognitive and behavioural responses. Ads during live cricket on handheld devices achieved 1.7x higher viewer focus compared to user-generated video platforms, 4.1x higher focus than image-centric platforms, and 7.8x higher than community-focused platforms.

Engagement rates were 2x, 2.7x, and 8x higher compared to user-generated, image-centric, and community-focused platforms, respectively. The platform drove a 2.2x increase in both brand favourability and purchase intent, alongside a 2x rise in daily active users and a 4.5x spike in app downloads.

JioStar head of business, sports revenue, SMB & creator Ishan Chatterjee said: “Cricket is more than a sport in India — it’s an emotion that brings millions together. This study underscores how this passion translates into an immersive advertising environment, providing brands with unparalleled opportunities for compelling storytelling. With upcoming marquee events such as the ICC Men’s Champions Trophy and Tata IPL, advertisers can achieve impactful results.”

Neurons Inc Asia MD Shikher Chaudhary added: “Our research confirms that the dynamic nature of live cricket significantly enhances engagement, setting a new standard for digital advertising. The heightened focus and superior recall during live matches make it an ideal platform for impactful long-format ads.”

With the Tata 2025 set to begin in March, JioStar’s OTT mobile platform offers advertisers access to millions of passionate cricket fans. Beyond Tata IPL, brands can leverage high-profile events, including the India-England series, ICC Men’s Champions Trophy 2025, and Tata Women’s Premier League 2025, to deliver powerful, narrative-driven campaigns that resonate well beyond the final ball.

February 6, 2025
Udit Sharma gets back to sports at JioStar

MUMBAI: He left Hotstar as head of ad sales in June 2022 after working there for more than five years. Udit Sharma then joined Sharechat as chief revenue officer for less than two years, and One Impression as chief business officer for around a year.

Now the hardcore sales professional is back with his old colleagues at JioStar as executive vice-president, business head – for premium sports and agency relationships. Announcing his joining the firm on linkedin, Udit said: “’India should not and will not be a one-sports country’ – With this conviction, I am super excited to be joining Ishan Chatterjee, Kiran Mani and Sanjog Gupta to lead with the premium sports business at Jiostar.”

The Singapore (Masters in Engineering in microelectronics from Nanyang Technological University)-educated Udit, completed his MBA from Tuck School of Business at Dartmouth in 2010. After his bachelors in engineering, he was placed at ST Microelectronics as an IC design engineer where he worked for four years and even completed his master’s degree. He was then hired by Samsung Electronics as a global strategist in the chairman’s office in Seoul before being promoted to business development manager -Samsung Pay in 2013.

Returning to India (Gurugram), he had a short stint with Zomato as vice-president global business head -cashless, after which he joined Freecharge where stayed for a year and quit as assistant vice-president – head category management & business development to join Hotstar.

December 24, 2024