Mumbai: As the countdown to IPL 2024 begins, Star Sports, India’s leading sports broadcaster, has collaborated with Asia’s number-one YouTuber and India’s foremost content creator, CarryMinati aka Ajey Nagar. The 24-year-old Delhi-based creator, who is widely loved for his satirical roasting videos and gaming content, has been signed as the new face of ‘Cheeky Singles’, Star Sports’ special weekly show that captures the fun side of the sport. With a long-term vision to transform sports broadcasting, the exceptional collaboration will marry CarryMinati’s authentic brand of sharp humour and strong youth connection with Star Sports’ vast cricket viewership, promising an unprecedented viewing experience. The first episode airs on 21 March, 9:30 pm, on the Star Sports Network.
Expressing enthusiasm about the collaboration, CarryMinati stated, “Cricket is a religion in India, and cricketers are worshipped. I got super excited when my business partner Deepak Char got me this opportunity to align creative forces with Star Sports for my first-ever cricket-led association. IPL is not just a cricket tournament; it’s a massive festival that brings the whole country and different nationalities together. I’m excited to add my twist to the show, making it more entertaining and engaging for the younger audiences and cricket fans alike.”
With the IPL as a backdrop, ‘Cheeky Singles’ will feature CarryMinati encapsulating the highlights from the week in his known style. His personality and character coming together with the world of cricket stirs intrigue in the minds of Indian audiences. The show is being written by Vishal Dayama, who has worked with CarryMinati on some of his previous YouTube sketches. The show which will air once a week on the Star Sports Network throughout the IPL 2024 season will also cover trending topics, satirical takes on moments from the week.
Watch the new edition of Cheeky Singles with CarryMinati, on 21 March, 9:30 pm onwards on the Star Sports Network.
Mumbai: As the anticipation builds for India’s most awaited cricket spectacle, Star Sports, the official television broadcaster of the TATA IPL 2024, has launched an “ode to IPL fandom and its various expressions” in its campaign for season 17 of the tournament. Inspired by real-life fan stories, moments seen on social media and true events of fandom, the campaign brings alive moments of togetherness that unleash a plethora of diverse emotions. It celebrates the idea of “better together” by representing diverse groups of fans whose experience of TATA IPL 2024 and emotions attached with players, matches and match situations are elevated when they watch together.
The film features four IPL captains and Star Sports ‘Believe’ ambassadors – Rishabh Pant, Hardik Pandya, KL Rahul, and Shreyas Iyer – representing diverse fans in different situations, each representing different emotions which take over when one experiences key moments of the games in groups.
The momentary transformations of fans’ personalities are a true representation of the emotional roller-coasters that IPL 2024 promises to be. Rishabh ‘Gabroo’ Pant’s gang sheds its “macho personality” and tears up with emotions, Hardik ‘Corporate’ Pandya and his team forget they are in a boardroom with foreign clients and break into a dance to celebrate, KL ‘Padhakoo’ Rahul and his study circle drop their books and let their passions fly when an umpiring decision goes against them, Shreyas ‘Good boy’ Iyer drops his submissiveness around his family and rebels against his father-in-law. The teasers and BTS clips surrounding the campaign have been making waves on social media and have added to the anticipation. It will be released in multiple languages, including Hindi, Tamil, Telugu, Kannada, Marathi, Bengali, and Malayalam to resonate with fans across India.
Disney Star head-sports Sanjog Gupta said, “TATA IPL 2023 was the biggest IPL in TV history and reiterated the belief that ritualism, community and togetherness are essential facets of the live cricket viewing experience. This year, our campaign is an ode to the plethora of emotions that fans around the country will experience over the next couple of months. Unlike Indian cricket, where pride is the pervasive fan sentiment across the nation, IPL allows different fans to take sides and experience distinct emotions in the same moment. And these emotions are elevated when they are experienced in the company of friends, families and/or community. The goal of the campaign is to elevate the stature of TATA IPL, drive fan tribes to support their teams even more passionately and excite viewers for an unparalleled experience on Star Sports.”
Star Sports ‘Believe’ ambassador, Hardik Pandya, said, “I’m thrilled to have participated in the ‘Ajab Rang Dikhega’ campaign. Playing the role of a fan in the campaign, brought back memories of me being a fan, celebrating happily with friends and family when emotions take over during memorable victories.”
“As a ‘Believe’ Ambassador, it is an honour to be a part of the ‘Ajab Rang Dikhega’ campaign. IPL is an emotion, and we love it as much as the fans do. Through the new campaign, we celebrate the unique community experiences that IPL evokes across the country making it a truly unforgettable experience. I’m grateful for the love showered by fans and I’m looking forward to IPL 2024”, added Rishabh Pant.
The campaign has been conceived and conceptualized by Tilt Brand Solutions, a Mumbai-based brand and communications consultancy that is a part of Quotient Ventures.
The ‘Incredible Premier League’ is best experienced with friends and family, capturing the essence of communal viewing that enhances the thrill of live sports on television. Star Sports has effectively placed fans at the heart of its coverage, fostering a sense of community and highlighting the excitement of watching the marquee tournament on TV. Through a series of on-ground events under the ‘Star Nahi Far’ activations, the broadcaster has successfully engaged audiences from all corners of the country, offering fans and fan communities a unique opportunity to connect with their favourite heroes. The ‘Incredible 16’ initiative featured legends selecting their all-time IPL squads, receiving widespread acclaim. Fans enthusiastically voted to back their favorite all-time stars, and created their versions of the ‘Incredible 16,’ amplifying the excitement surrounding the tournament as the opening day approaches.
Mumbai: Star Sports, the official broadcaster of TATA IPL 2024, has unveiled its exclusive initiative, ‘Star Nahi Far,’ aimed at bringing fans across the country closer to their IPL heroes in a money can’t buy experience. This fan-first initiative is set to enhance fan engagement and provide them with once in a lifetime opportunity to meet their favorite cricket superstars up close and personal throughout IPL 2024 season.
The ‘Star Nahi Far’ initiative, started from Tamil Nadu and Hyderabad, now gains momentum with the upcoming visit of Mumbai Indians and Team India’s ace all-rounder Hardik Pandya in Mumbai on 24 February, 2024. Hardik Pandya’s arrival to the Mumbai Indian squad of IPL 2024 will be heralded by a vibrant city-wide roadshow across Mumbai, where he will interact with fans, share insights into his cricketing world and off-field endeavors while creating lasting memories with his beloved supporters.
As the excitement for the IPL 2024 season builds, ‘Star Nahi Far’ promises to traverse the nation with activations featuring IPL’s brightest stars and Star Sports ‘Believe’ ambassadors, including Rishabh Pant, Shreyas Iyer, KL Rahul, and Shikar Dhawan and more throughout the IPL season. Star Sports wants to give an opportunity to every true fan in the country and is also selecting fans through a contest to bring them close to their cricketing idol with 40 lakh enthusiasts already participated in the quest to meet Hardik Pandya in Mumbai.
CONTEST ALERT
Win a chance of a lifetime to be face-to-face with your favourite IPL Stars, by participating in the #StarNahiFar contest
Commenting on the ‘Star Nahi Far’ initiative, Star Sports ‘Believe Ambassador’ Rishabh Pant said, “The IPL is not only about cricket; it’s also about the fans who make every match memorable. With Star Sports’ ‘Star Nahi Far’ initiative, I will get to share the game’s excitement with fans directly. Can’t wait to meet the fans in Delhi during IPL 2024 and make more special memories together!
Commenting on the ‘Star Nahi Far’ initiative, Star Sports ‘Believe Ambassador’ KL Rahul said, “The anticipation leading up to the IPL season is palpable, and being able to connect with our Lucknow supporters in person adds an extra layer of excitement. Teaming up with Star Sports for the ‘Star Nahi Far’ initiative, I am eager to hit the streets of Lucknow through the season of IPL, share our love for the game, and create unforgettable memories with fans.”
The recently concluded events in cities of Tamil Nadu like Salem and Coimbatore along with Hyderabad underscores the broadcaster’s focus to nurture a deep connection between fans and their sporting icons. The resounding success of the inaugural leg witnessed over 10,000 passionate fans gathering to meet cricketing luminaries such as MSK Prasad and Irfan Pathan in Hyderabad, and Vijay Shankar, Sai Kishore, L Balaji, T Natarajan, and Shahrukh Khan in Tamil Nadu.
Mumbai: Star Sports, the official TV broadcaster of the Tata Indian Premier League (IPL), brings a one-of-a-kind opportunity ‘Startup Power Play’ for start-ups in India. This initiative invites startups to craft a crisp 60-second commercial, strategically positioned to captivate audiences during each IPL match. The broadcaster will be collaborating with D2C Insider as an ecosystem partner to leverage access to the large community of Startups. D2C Insider is the largest community of carefully curated founders and CXOs from the D2C ecosystem.
“This initiative underscores our commitment to fostering innovation and empowering emerging brands. By offering a platform for startups to showcase their stories and connect with audiences in a meaningful way, we aim to not only elevate their brand presence but also contribute to their growth story. We look forward to witnessing the impact of these startups as they seize this unique opportunity to captivate audiences and make their mark in the industry,” said Disney Star head – network advertising sales Ajit Varghese.
“We’re excited about our collaboration with Star Sports for IPL 2023. D2C Insider is one of India’s largest communities of startups aimed at fostering idea exchange and growth assistance among its members. Startup Powerplay could be a potential gamechanger for startups in India, giving them an open canvas to tell their brand story on the biggest stage. The creation of an opportunity for startups specifically is a signal of intent from Star Sports to make IPL on TV much more accessible for early-stage businesses and could be a fantastic launchpad for our members,” said D2C Insider co-founder Kshitij Ladia.
Tailored to maximise impact and exclusivity, ‘Startup Power Play’ offers one startup per day the spotlight to showcase their brand or product story. With the IPL’s vast reach and engagement, startups can harness the platform’s potential to amplify their offerings and connect with consumers on a massive scale. To bolster early-stage ventures, Startup Power Play presents an appealing introductory price, ensuring accessibility for startups of all sizes.
Star Sports witnessed a record-breaking IPL last year, reaching a total of 505 million viewers through the tournament. IPL on HD reached 101 million viewers last season. IPL 2024 on Star Sports presents an unmissable opportunity for brands to leverage an unmatched scale with utmost efficiency with the ability to drive differentiated impact on business KPIs.
Mumbai: Cricket Australia and Star Sports, the official broadcaster of Australian Cricket in India, are pleased to announce a surge in Indian viewership of the recently concluded Men’s Big Bash League (BBL) 2023/24 and Pakistan tour of Australia. More than 55 million viewers watched the entire BBL 23/24 season on Star Sports Network, 203 per cent more than the previous season, making it the most-watched edition in India. Furthermore, the broadcaster has recorded 3.75 billion minutes of watch time, 105 per cent higher than the previous season. The playoffs and the final on Star Sports were produced in five languages for the first time ever.
Furthermore, the bilateral series between Australia and Pakistan witnessed more than 9.5 million viewers tune in for the 3 test matches, a remarkable 54 per cent increase compared to the previous Pakistan tour down under.
The increased interest in Australian Cricket after a successful World Cup campaign in India and the promise of action-packed contests combined with growing penetration of the Star Sports Network (available in nine out of 10 pay TV homes), a well-rounded marketing campaign promoting the Australian summer and high-quality broadcasts customised for Indian fans, paved the way for this surge in viewership.
Cricket Australia CEO Nick Hockley said, “We are delighted with the strong interest in Australian cricket in India and that this has translated into such big viewing audiences on Star Sports. It is particularly pleasing that the BBL has reached a massive 55 million viewers this season, which is a testament to the quality of cricket and the brilliant coverage being offered by Star Sports, including in multiple languages for the BBL Finals. That more than 9.5 million viewers tuned into Star Sports for the recent series against Pakistan is a testament to the interest in this world champion Australian team and the enduring passion for Test cricket in India.”
“We can’t wait to host India next summer for the five-Test Border Gavaskar Test Series, at a time when Australia and India are the two top-ranked Test teams in the world. We look forward to working with Star to expand our localised offering to Indian fans in time for next summer’s blockbuster season”, he added.
Disney Star head sports Sanjog Gupta said, “The growth in viewership for the Australian summer is testament to the compelling combination of Australian Cricket’s popularity, Star Sports’ brand equity (as the most loved destination for sports) and the TV network’s wide distribution. The significant growth in watch time and engagement also demonstrates the Indian fan’s appreciation for quality Cricket and willingness to watch different forms of the sport. The added context of Australia’s World Cup win in India and key content initiatives including the addition of Indian languages for BBL playoffs, have acted as boosters to the inherent strength of this collaboration between CA and Disney Star. We are thrilled with the strong start of the journey together.”
Star Sports is currently airing the West Indies tour of Australia, a riveting series comprising two tests, three ODIs, and three T20Is. Considering the growing interest in Australian cricket on Star Sports, the T20Is between Australia and West Indies will be broadcast in English, Hindi, Tamil, Telugu, and Kannada on the Star Sports Network. The Women’s cricket series between Australia and South Africa is also being aired on the Star Sports Network in India. As the partnership between Cricket Australia and Star Sports continues to evolve, fans can expect even more exciting initiatives, innovative technology, and captivating content that will further elevate the cricket viewing experience for viewers across India.
Mumbai: Star Sports, the official broadcaster of the Pro Kabaddi League, has achieved a remarkable success during the halfway mark of the tournament, captivating an astounding 213 million viewers in the first 68 matches of Season 10. This signifies an impressive growth of 16 per cent in reach compared to the previous season, as reported by BARC. The surge in watch time, witnessing a notable 18 per cent increase to exceed 30 billion minutes, along with a 25 per cent rise in TVR** compared to Season 9, bear testimony to the escalating interest and fervour among fans for the electrifying action that the Pro Kabaddi League consistently delivers.
A Star Sports spokesperson said, “Kabaddi has firmly established itself as India’s second most loved sport. Kabaddi’s success story is deeply rooted in its ability to resonate with both urban and rural audiences, creating a unifying thread that binds communities together. The caravan format, returning after a four-year hiatus, has brought novelty and excitement, connecting the sport with fans across diverse regions. The active participation of top celebrities at various venues has significantly heightened the league’s visibility and appeal. We express gratitude to fans for their continued support and passion for India’s sport and look forward to making the 10th season truly memorable.”
The Pro Kabaddi League has not only elevated the indigenous sport to unprecedented heights but also stands as the exclusive non-cricket league consistently crossing the remarkable threshold of 200 million viewers. Star Sports unwavering commitment to delivering unparalleled viewing experience is vividly demonstrated by these remarkable viewership figures, highlighting the enduring support and passion of the Indian audience for PKL.
The league’s return to a multi-city caravan-style format, complemented by celebrity associations featuring some of the biggest superstars like Amitabh Bachchan, Akshay Kumar, Hrithik Roshan, Ballaya, Sudeep Kiccha, Tiger Shroff, Pankaj Tripathi, Vicky Kaushal, Manoj Bajpayee, and many more, has brought a layer of stardom into the fast-paced matches and attracted massive crowds who have been kept on the edge of their seats, contributing significantly to the league’s immense popularity.
Mumbai: 1. Star Sports seeking a marginal increase in ad rates for IPL’24 (16.4lakhs vs 16lakhs – SD/HD combined) in spite of historic IPL in terms tremendous growth in reach (36 per cent) and ratings (30 per cent )
(Source: Reach: BARC 2+ All India | Ratings: BARC M15+ AB Urban Pay)
2. Compared to LY, SD rates have grown from 12 lakh to 12.8 lakhs considering 30 per cent growth in ratings/ reach growth of 36 per cent and extremely efficient CPM 60 (almost half of digital)
3. Considering market trend of premiumization and more brands looking for mid/ premium audiences, Disney Star has lowered the entry cost for HD audiences from 5.9lakhs to 5.5lakhs/ 10 secs. This is in-spite of massive growth in HD reach (3.8X growth in reach vs 2023), making HD accessible to larger client-base of India.
Source: HD Reach – BARC 2+ All India
4. Overall, it looks like TV rates offer a much better efficiency/ CPM. TV delivers 3X scale brand impact and ROI for brands e.g. (attached)
* Rate for Mobile/Web is 16 lakhs, when compared to this SD rates on TV are 12.8 Lakhs – 20 per cent lower rates and 3X higher scale and impact
* CTV rates which offers a reach of around 50million is available at 6.5 lakhs compared to 5.5 lakhs for HD which reaches 150 mn viewers – 3X of CTV (Attached)
* At a combined level, Digital rate is 22.5Lakh (Mobile + CTV) vs 16.5lakh (SD+HD) on Star Sports – 27 per cent lower – thereby increasing the efficiency by 3-4times at a combined All India level.
Mumbai: Star Sports’ broadcast of IPL Auction 2024, held on 19 December, has equalled the highest viewership for any ‘mini’ auction in BARC history. The auction, which lasted over 6 hours, was held in Dubai at the Coca-Cola Arena and was watched for a record-equalling watch time of 0.92 billion minutes. This represents a 57 per cent growth in total watch time compared to last year for the event. The live auction was watched by 22.8 million viewers, which is also 29% higher than last year. Star Sports’ broadcast of the auction in 5 languages was preceded by extensive lead-up coverage to the auction, which included expert analysis and fan activations across linear and digital platforms.
Speaking on the viewership of the TATA IPL mini-auction 2024, a Star Sports spokesperson said, “A record-breaking year for Cricket viewership on Star Sports has ended on a high with the IPL Auction. The response to the auction also serves as a stellar start to the runway for IPL 2024 and reinforces the strong association of the marquee event with Star Sports. A distinctive element in this year’s auction coverage was the integration of fan sentiment in our coverage, in sync with BCCI and IPL teams’ efforts to integrate fans into the proceedings at the venue. The success of the auction has provided an early taster of Star Sports’ coverage and substantiated our confidence in the continued growth of the marquee Cricket event on TV.”
An additional 2.2 million viewers tuned in for the overall coverage of IPL Auction 2023 beyond the live event, which included a curtain-raiser on the eve of the auction and “Cricket Live – Auction Special”, live shows before, during and after the event. The most-watched moments of IPL Auction 2024 were the headline-grabbing bidding wars for Australian stars Pat Cummins and Mitchell Starc, who was bought by Sun Risers Hyderabad and Kolkata Knight Riders respectively for more than 20 Crores each. CSK’s winning bid of 14 Crore for New Zealand all-rounder Daryl Mitchell also featured in the three most-watched moments from the auction.
The live broadcast of IPL 2023 was watched by 505 million unique viewers on TV across the Star network, which was the highest ever for any edition of the tournament.
Mumbai: In the realm of sports storytelling, Star Sports – India’s leading sports broadcaster – soars to new heights with its flagship ‘Believe’ series. This trailblazing series, driven by the innate desire of fans for contextually relevant original programming, has become a resounding show of celebrating hero moments, and demonstrating to fans that anything is achievable; inspiring them to believe. The inaugural episode, ‘Believe – A Diwali Miracle’ featuring cricketing virtuoso Virat Kohli, received immense love as 73 million viewers tuned in on television to watch the two-part inaugural story, and over 11.2 million views were garnered on Star Sports’ social handles (YouTube and Facebook) for the show. The show was also aired in the UK, US, Canada, Middle East, South Africa, and Southeast Asia.
Speaking on the success of the first episode of the ‘Believe’ series, a Star Sports spokesperson said, “The phenomenal success of the ‘Believe’ series serves as a powerful testament to fans’ appetite for relevant original programming. At Star Sports, we firmly believe in the transformative power of high-quality content-content that not only entertains but also inspires and forges a profound connection with fans on a deeper, more meaningful level. It reinforces our commitment to delivering narratives that resonate globally and transcend the conventional boundaries of sports broadcasting.”
Beyond the impressive numbers, the ‘Believe’ series stands as a testament to providing athletes with a voice to share their journeys, offering fans a glimpse into their minds, and inspiring the next generation of sports stars. This trailblazing series, driven by the innate desire of fans for contextually relevant original programming, has become a resounding show of celebrating hero moments, and demonstrating to fans that anything is achievable; inspiring them to ‘Believe’. Building on the momentum, the upcoming episode will feature KL Rahul detailing his remarkable comeback from a point where walking seemed impossible to becoming India’s wicketkeeper for the World Cup, returning stronger than ever before to be the point of difference in India’s enthralling campaign. The feature will air after the first Test match between South Africa & India on the Star Sports Network.
KL Rahul in his inspirational interview in the ‘Believe’ series delved into how he kept the noise out and coped with the criticisms during his lowest periods, he said, “You can’t really change people. You’re allowed to say what you feel, and a lot of it at that time felt more hurtful than it actually was probably. Now looking back, I feel I could have looked at it very differently, but also a lot of it has to do with where you are personally. I wasn’t in a great space mentally at that time to take that kind of criticism.”
The series also highlights the inner Belief that lies within KL Rahul as he continues his journey, he said, “There’s always been something within me from a very early age, a voice or an energy that always felt right. Like I always felt I was in the right direction. As always, I am very grateful that I picked a career path that I really enjoy, and I wanted to do. So, every time I find myself in a position like Oh, what am I doing? Why am I going through these injuries? Or why are so many people criticizing me? I always go back to thinking that this is what you wanted to do, so it’s a part of your game. I believe that it’s all part of the journey, and you need to take the good and the bad in a very balanced way. And it’s all part of an individual’s growing and journey to getting stronger as a person. And as you get stronger as a person, it reflects on what you do professionally.”
The ‘Believe’ series will follow this with tales of other heroes like Hardik Pandya and Rishabh Pant, and fans can anticipate more first-hand accounts through the year of world class athletes who have charted the arduous paths that have led them to the pinnacle of sports excellence. Star Sports’ ‘Believe’ series is not just a show; it’s a celebration of resilience and triumphs, showcasing the indomitable spirit of India’s champions across sports with a new feature every month.
Catch KL Rahul in action as he features on Star Sports and Disney+ Hotstar special “Believe” show on 28 December, 2023, 9 pm onwards.
Mumbai: Star Sports, the official broadcaster of the Pro Kabaddi League, has notched up significant viewership figures building on a strong start at the opening weekend, solidifying its status as the second most popular sport in the country. According to BARC, Star Sports reached an astounding 158 million viewers in the first 24 matches of the tournament, marking an impressive growth of 20 per cent compared to the previous season. The watch time during this period increased by 25% to 12.8 billion minutes compared to the last edition. The broadcaster also witnessed a remarkable growth of 28 per cent in TVR compared to season 9, reflecting the growing interest and enthusiasm among fans for the high-octane action that Pro Kabaddi League delivers.
A Star Sports spokesperson said, “We are thrilled to witness the overwhelming response and would like to thank fans for their continued love for the sport. Pro Kabaddi League holds a special place in the hearts of millions, and the increasing viewership numbers are a testament to the league’s popularity. The fast-paced matches and nail-biting endings have kept fans on the edge of their seats.”
The Pro Kabaddi League has become a cultural phenomenon in India, showcasing the indigenous sport at its best and providing a platform for athletes to shine on the national stage. Star Sports Network remains committed to delivering unparalleled sports entertainment, and these remarkable viewership figures demonstrate the unwavering support and passion of the Indian audience for Pro Kabaddi.
