Tag: World Kabaddi League

How VOKE is helping Hotstar to bring 3D VR to Kabaddi

MUMBAI: That India’s leading video streaming OTT player Hotstar is making its coverage of the World Kabaddi League available to viewers in 3D Virtual Reality(VR) is known to many now. But what’s not known by most is who is behind making this is a reality. Well, it’s a Silicon Valley based company called VOKE, which has helped stream the NCAA Men’s Basketball Final Four, the CBS Morning Show and live streams of concerts, NBA, NFL and college football games, courtesy its live TrueVR technology. It is ranked as amongst the best in the live event VR space and its focus is on building the next generation of fan engagement for live sports and entertainment.

“Star India is one of the most iconic media companies in the world and has been focused on transforming sports in India. This partnership will allow them to provide live, immersive virtual reality experiences to their users for the first time,” says VOKE co-founder & CEO Sankar Jayaram. The flexibility of our technology platform is unique and enables media companies to reach their audiences across a variety of mediums and deliver personalized VR experiences to all fans like never before.”

Adds Hotstar CEO Ajit Mohan: “We owe our loyal and growing platform users the very best video experience in the world. Fans in India look to Hotstar to set the benchmark for video streaming. We are excited to collaborate with VOKE to bring a dramatic new live experience to sports fans.”

The flexibility of VOKE’s platform is significant and it enables media companies to host the VR content on their own sites and branded applications instead of requiring that it be aggregated on the VOKE VR site. Hotstar users will be able access the TrueVR™ stream by selecting the Google Cardboard feature in Hotstar’s iOS and Android apps or by downloading the Hotstar Gear VR app from the Oculus Store. Highlights and video on demand content will be available through the same outlets for those who are unable to watch it live.

The Voke Camera Pod

VOKE’s live TrueVR™ stream for the Kabaddi World Cup will be available to Hotstar users on both Google Cardboard and Gear VR headsets. In addition, a personalized, 2D user-controlled experience will also be available for viewers without headsets on Hotstar.com or on the Hotstar app. It is the first time TrueVR™ content from a live event of this magnitude will be available on multiple headsets and mobile operating systems.

Speaking to SportsVideoGroup in late August, Jayaram explaining the virtues of VOKE’s VR expertise had said: “So we put multiple pods on the field, and we allow users to choose where they want to be…. One, we can do a produced feed and take people where we think they might want to be. But we feel that, if a user really just wants to be sitting down by the players and coaches in VR, those are options and choices we want to give them. All of our cameras are completely synced, down to the frame level. Which means, when you want to do a replay or you pause one camera position, you can pick the action up from another camera at the exact same frame. Our cameras can go down to that level of detail if our viewers want to use it that way. So we provide full multi-POV, synchronized, DVR-capable streams, and that spans across VR, mobile, VOD, everything.”

VOKE says that the Hotstar partnership will continue for more live sporting events going forward. That should be good news for immersive virtual reality sporting event lovers.

October 8, 2016
How VOKE is helping Hotstar to bring 3D VR to Kabaddi

MUMBAI: That India’s leading video streaming OTT player Hotstar is making its coverage of the World Kabaddi League available to viewers in 3D Virtual Reality(VR) is known to many now. But what’s not known by most is who is behind making this is a reality. Well, it’s a Silicon Valley based company called VOKE, which has helped stream the NCAA Men’s Basketball Final Four, the CBS Morning Show and live streams of concerts, NBA, NFL and college football games, courtesy its live TrueVR technology. It is ranked as amongst the best in the live event VR space and its focus is on building the next generation of fan engagement for live sports and entertainment.

“Star India is one of the most iconic media companies in the world and has been focused on transforming sports in India. This partnership will allow them to provide live, immersive virtual reality experiences to their users for the first time,” says VOKE co-founder & CEO Sankar Jayaram. The flexibility of our technology platform is unique and enables media companies to reach their audiences across a variety of mediums and deliver personalized VR experiences to all fans like never before.”

Adds Hotstar CEO Ajit Mohan: “We owe our loyal and growing platform users the very best video experience in the world. Fans in India look to Hotstar to set the benchmark for video streaming. We are excited to collaborate with VOKE to bring a dramatic new live experience to sports fans.”

The flexibility of VOKE’s platform is significant and it enables media companies to host the VR content on their own sites and branded applications instead of requiring that it be aggregated on the VOKE VR site. Hotstar users will be able access the TrueVR™ stream by selecting the Google Cardboard feature in Hotstar’s iOS and Android apps or by downloading the Hotstar Gear VR app from the Oculus Store. Highlights and video on demand content will be available through the same outlets for those who are unable to watch it live.

The Voke Camera Pod

VOKE’s live TrueVR™ stream for the Kabaddi World Cup will be available to Hotstar users on both Google Cardboard and Gear VR headsets. In addition, a personalized, 2D user-controlled experience will also be available for viewers without headsets on Hotstar.com or on the Hotstar app. It is the first time TrueVR™ content from a live event of this magnitude will be available on multiple headsets and mobile operating systems.

Speaking to SportsVideoGroup in late August, Jayaram explaining the virtues of VOKE’s VR expertise had said: “So we put multiple pods on the field, and we allow users to choose where they want to be…. One, we can do a produced feed and take people where we think they might want to be. But we feel that, if a user really just wants to be sitting down by the players and coaches in VR, those are options and choices we want to give them. All of our cameras are completely synced, down to the frame level. Which means, when you want to do a replay or you pause one camera position, you can pick the action up from another camera at the exact same frame. Our cameras can go down to that level of detail if our viewers want to use it that way. So we provide full multi-POV, synchronized, DVR-capable streams, and that spans across VR, mobile, VOD, everything.”

VOKE says that the Hotstar partnership will continue for more live sporting events going forward. That should be good news for immersive virtual reality sporting event lovers.

October 8, 2016
Havas wins digital mandate of Ranbaxy’s consumer healthcare brands

MUMBAI: Havas Media Group India has started 2015 on a positive note. The agency has won the digital marketing mandate of Ranbaxy’s consumer healthcare brands post a multi-agency pitch, which included the incumbent as well as other digital agencies.

Ranbaxy Consumer Healthcare vice president and head – global Subodh Marwah said, “In Havas Media we saw a perfect partner- one who is equally innovative and passionate about building brands. Their ‘digital at core’ philosophy was impressive and that translated seamlessly in their strategic approach and category understanding.”

Speaking on the win, Havas Media Group India and South Asia CEO Anita Nayyar added, “We are delighted at the win. It’s a great way to start the New Year. We believe in creating meaningful brands and Ranbaxy is an excellent example of such brands. Look forward to a great partnership.”

“Digital is the future and Havas Media Group’s digital at core philosophy provides us the capability of driving this growth in the Indian market. We are proud of the win and look forward to working with Team Ranbaxy,” said Havas Media managing director Mohit Joshi.

“Ranbaxy is a great brand to be associated with. Consumer healthcare is today one of the most meaningful categories. We look forward to a great ‘Digital’ year at Havas Media,” added Havas Media head of digital Ranjoy Dey.

Havas Media Group had recently won the integrated media mandate of OCM India, Assetz Property Group, Borosil Glass Works, World Kabaddi League, Yepme.com, retained MTS India and also took on the digital mandate and won the digital duties of XOLO Mobile and Businessworld magazine.

February 26, 2015
World Kabaddi League features in top sporting properties in inaugural year

MUMBAI: After its initial season, the Wave World Kabaddi League (WKL) attracted an aggregate reach of just over 101 million individuals as per TAM India in its very first edition placing it among the top five sporting properties in India, claim the organisers.

This is both in terms of viewers as well as visibility to sponsoring brands. The league, which was telecast live on Sony Six, also garnered 1.5 million views on YouTube with 60 per cent of the views coming in from the diaspora in United States, Canada, UK and as far as Italy. Additionally an estimated 50 million reach was acquired through international feed in Pakistan, Middle East, Europe, US and Canada.

WKL CEO Raman Raheja said, “We are overjoyed with the response to the WKL in its very first year. The idea of keeping the latter and final parts of the WKL in India, where the sport is extremely popular, also paid rich dividends in terms of TV exposure for the sponsors. We are now looking to a bigger event in the second edition.”

Repucom, a research company that measures ROI for all sports across the world, gave an interesting comparison of WKL’s sponsored property exposure on TV as compared to other sports. Repucom India analyzed that the 86 matches played during the first season garnered as many as 143 hours of screen exposure, which translated into an hour and 40 minutes of exposure per match.

The event as a whole received media value worth Rs 301,02,60,323 for 86 matches with an average worth of Rs 3,50,03,027 per match. Wave Infratech’s media value was put at Rs 135,90,62,603 for all the matches at an average Rs 1,58,03,054 per match.

Title sponsors, Wave Infratech, earned maximum visibility and ROI with 45 per cent of share compared to all the other sponsors exhibited during the event. Among other main properties, the static board earned 37 hours on screen exposure (18 per cent share compared to other sponsors) and the Jersey front was the second leading property with 22 hours on screen exposure (19 per cent share compared to other sponsors).

Repucom South Asia/India director and senior vice president- Joseph Eapen said, “We recommend that teams acquire more sponsors on the team apparels like jersey front, jersey back, jersey side, chest logo and trousers to cash the exposures and value from apparels.”

January 14, 2015
“Hero ISL will be equivalent to the Barclays Premier League”: Nitin Kukreja

Try naming some of the sports played in India and one will be able to count them on one’s fingers. Cricket will top the list leading to clichés such as ‘India is a cricket obsessed nation’ or ‘cricket is a religion in India’.

Ironically, India’s National Sports Developmental Bill 2013 recognises 66 sports in the country.

Off late, we are witnessing a rousing appetite for emerging sports from the birth of leagues like the Pro Kabaddi League (PKL), World Kabaddi League and the upcoming Hero Indian Super League (ISL).

Star India is one of the broadcasters aiding the growth of a multi-sport ecosystem in India. After the success of the PKL, it is gearing to make the ISL a roaring success too. Leading the sports division is Star India president sports Nitin Kukreja who joined the group in August 2007. With earlier stints at Pricewaterhouse Coopers and Morgan Stanley, the young executive talks about how the broadcaster plans to reach out to multiple sports fans in India and the strategy ahead of India’s footballing movement exclusively to indiantelevision.com’s Herman Gomes.

Excerpts:

Which are the sports Star is looking at experimenting with in the next five years?

Over the past year, we have invested in sports like kabaddi, hockey, badminton and football, apart from cricket. Whichever sport we invest in, our objective is to make the game relevant and exciting even for the un-introduced population, thereby attracting viewers and eventually helping the entire sports ecosystem of the country.

For the first time we have a TV network which is the promoter of the upcoming Hero Indian Super League. Is the league based on the Japanese J league model where the teams were named after their home city and emphasis was laid on the grassroots development programme?

Football is a universal language that cuts across culture, race, religion and economic might. Being a prime provider of sports content to the sports fans in India, it was natural for us to become one of the promoters of the Hero ISL. We have gone a step ahead, as for the first time in the history of football, we’ll telecast the matches live with commentary in five different languages – English, Hindi, Malayalam, Kannada and Bengali.

The Hero ISL is conceptualised jointly by IMG-Reliance and Star India. We’re also fortunate to have the support of the All India Football Federation (AIFF) that reaffirms the commitment of the governing body to develop and promote the game in the country. With the league, India has joined the world of football and Star Sports is attempting to reach each and every sport lover in the country in his own language.

Grassroots development is one of the most important aspects in the agenda for the Hero ISL. The mandate for winning a city team in this league was not just based on the highest financial bid, but also on the bidders’ proposal of a sound plan for developing football in the catchment area they wished to bid for.

What are the factors that offer huge consumption potential for the businesses of sports in India?

Our country is one of the youngest in the world and statistics show that over 50 per cent of India’s population is aged less than 25 years. In fact, India is set to be the youngest country in the world by 2020. It is this segment that provides a huge potential for the business of sports in India. For far too long, we have been a single-sport country. At Star, our efforts are aimed at inspiring people to make sports an integral part of their daily lives. We believe sports is more than getting people to watch TV, it is about shaping a culture where sports can thrive and talent can be honed.

We realised that there is a growing appetite from Indian sports fans for cricket and other kinds of sports. We want to address this need and offer the best of cricket, international sports as well as domestic and global leagues that will give birth to a new sporting nation.

The success of Star Sports Pro Kabaddi League indicates that the appetite of sports fans in India has grown beyond the boundaries of just cricket. However, all of sports constitute just four per cent of the total TV viewership in our country, which is substantially below general entertainment and news. Of this, almost 3.5 per cent is contributed by cricket. While cricket remains central to our business, Star is making significant investments to increase the fan following for non-cricket sports in India. The passion with which the Indian youth connects with different sports is the key to this business.

How many viewers are you planning to reach out to, during the League?

The Hero ISL will be the first sporting event in the country to be backed by a never seen before ubiquitous broadcast plan, with a potential to reach around 85 per cent of India’s television audience. This ambitious plan is expected to herald an unparalleled reach for any content, in the history of Indian television. Spanning over eight channels in the sports and general entertainment categories, the Hero ISL will be televised in five languages: Star Sports 2 (English), Star Sports 3 (Hindi), Star Sports HD 2 (English), Star Gold (Hindi), Star Utsav (Hindi), Asianet Movies (Malayalam), Jalsha Movies (Bengali) and Suvarna Plus (Kannada). Through this, we would engage more viewers in non-English speaking regions of our nation and present the game in the language that the fans speak.

Which are the international agencies that you have got on board to provide better production values for the ISL?

While there are millions of football lovers in our country, the popularity for international tournaments and European leagues has been predominant. We plan to change this with the Hero ISL, which will be a world-class product equivalent to European leagues like the Barclays Premier League.

In our commitment to showcase a truly global league, we have partnered premier international agencies such as IMG for the live programming of the matches, Argentina-based 4HUMANS to put forth superlative graphics design and the UK-based AE Graphics for its execution.

While Star invested in the infrastructure for the Pro Kabaddi League, how much will you be investing in infrastructure in different cities for the Hero ISL?

We are investing heavily in the sport, not just monetarily but by putting in sincere and significant efforts as well. Our investments go beyond infrastructure building, whereby we’re working towards grassroots development for the sport that will help putting India on the global map for football.

The league has invested in stadium refurbishment in the eight identified venues to create a platform to groom young footballing talent in the country. These include Salt Lake Stadium (Kolkata), Jawaharlal Nehru Stadium (Chennai), Jawaharlal Nehru Stadium (Delhi), Fatorda Stadium (Goa), Jawaharlal Nehru Stadium (Kochi), DY Patil Stadium (Mumbai), Indira Gandhi Athletic Stadium (Delhi) and Shree Shiv Chhatrapati Sports Complex (Pune).

In how many years do you see the franchise teams breaking even?

It is too early to talk about that. All our efforts at this point in time are pointed towards building it as a premium property. But given that the game has such an enormous potential we’re confident that the league will enthrall sports fans and be commercially successful as well.

Many football experts and club owners in India are of the opinion that the Hero ISL will affect the I-League and lead to it becoming an inconsequential format. What are your thoughts?

We’re glad that I-League exists today, as having multiple properties that support the game only help the overall sports ecosystem in a country. However, the Hero ISL is an entirely different property with a well-differentiated offering.

Some I-League clubs have joined our property; team owners from Salgaocar, Dempo and Shillong Lajong FC co-own teams in the Hero Indian Super League. This really benefits Indian football as a whole in the long run.

How has starsports.com been performing and how will you utilise the platform during the Hero ISL?

All matches of the Hero ISL will be telecast live on starsports.com. Over a short span of time, the traction on starsports.com has grown significantly and we are expecting a steep growth in online traffic for all our upcoming football properties. The website is currently approaching a 100 per cent growth already over last year’s football subscription numbers, with almost 70 per cent of the traffic coming from the age group 18 – 24.

Besides live telecast of all Hero ISL matches, starsports.com will also present video on demand content, match highlights and full match replays. Our reach on football this season is touching 25 per cent of the entire core football watching audience on TV.

What is more exciting for a football fan is that Starsports.com offers all matches of the Barclays Premier League, Spanish La Liga , Italian Serie A and the Hero ISL offering a wide variety of content to the viewers.

While advertisers missed the bus for the Pro Kabaddi League how many advertisers have you got on board for the ISL besides Hero Motocorp? Are you looking at providing a combined on ground and on air package for advertisers?

There are no preset benchmarks for the game of football in India and we intend to set them right at an unprecedented scale and vision to serve our product. Our focus has been on building the Hero ISL as a premium property and we’ll continue with that approach. For the first season of the league, we are offering package deals for brand visibility, both, on-ground as well as on air. With Hero Motocorp being signed as the title sponsor, there is a lot of buzz and anticipation around the associate sponsorships. We’ll announce the names of the associate sponsors as well soon.

What was the ad revenue from the Pro Kabaddi league?

Firstly, we did not sell Pro Kabaddi to advertisers, simply because we treated it as a start-up in its investment phase, like any other new business. Star Sports was the title sponsor for the league. However, the advertiser interest kept mounting as the league progressed and got an unprecedented, rather historic response from people across the country.

Don’t you think two Kabaddi leagues will cause a viewer fatigue?

Cricket has demonstrated that the fans just cannot have enough of the sport that they love. We are used to seeing cricket, tournament after tournament, all year long. The recently concluded Pro Kabaddi League indicates the mass acceptance of Kabaddi as an engaging sport and there is no way that having two Kabaddi leagues will create a viewer fatigue of sorts. In fact, the two leagues are different from each other in terms of their formats and the game-play, which overall makes Kabaddi even more interesting. It only increases the exposure and penetration that the game deserves.

Are you looking at building new leagues in India for volleyball and basket ball?

Following the overwhelming success of Pro Kabaddi League, we are currently focused on repeating the act with the Hero ISL. As of now, we don’t want to divulge the details of properties in the pipeline. Being the leading sports network in India, we have continually worked for the betterment of sports, and we’ll take up any opportunity that is aligned with this objective. Rest assured, we will keep you abreast with any further developments.

Do you now see India becoming a multi sports nation soon?
The appetite of the Indian sports fans has been steadily increasing and there is an increasing acceptance of non-cricket sports. However, the nation is still far away from being known as a multi-sports nation today.

At Star, we believe that India with its 1.2 billion population should not be a single-sport nation. Hence, we’re putting forth and reintroducing other sports like kabaddi, football, hockey, badminton, etc. to revolutionise the sporting landscape in the country. We are sowing the seeds to spawn a multi-sport culture, and our vision will definitely translate into reality.

October 4, 2014
Havas Media India wins integrated media business of World Kabaddi League

MUMBAI: Havas Media India has been awarded the integrated media mandate for World Kabaddi League (WKL), the first professional Kabaddi League of the world, in a multi-agency pitch. The account is estimated to be upwards of Rs 30 crore.

WKL is an initiative to uplift the level of Kabaddi by professionalising the sport. It aims to give a chance to experienced players as well as upcoming talent from various countries to come on one platform and play to win.

World Kabaddi League CEO Raman Raheja said, “We are a young and dynamic organisation looking to scale Kabaddi to new heights on a global platform. Havas Media understood this. They have scale, the thought leadership, experience, were transparent and displayed tremendous passion. We know they are the people to partner with to achieve our goals.”

Havas Media Group India and south Asia CEO Anita Nayyar said, “We are honoured that WKL has chosen us as their partners to further their business objectives. It has been a good year at Havas Media with strong integrated media new business wins. Our digital at core approach has paid off big dividends and impressed clients.”

“WKL is a great brand with a huge potential. This win is another feather in our cap proving that Havas Media is the ‘go to’ agency for integrated media. We will provide meaningful solutions to achieve WKL’s goals and look forward to a long business relationship,” added Havas Media India MD Mohit Joshi.

Havas Media recently won the integrated media mandate of MTS India, Yepme.com and the digital mandate of XOLO mobile.

September 5, 2014
WKL kicked off to a glittering start

MUMBAI: Amidst the unveiling of glittering trophy, battery of stars from bollywood and political and corporate bigwigs from London, the first season of Wave World Kabaddi League one of its kind international Kabaddi League promoting Kabaddi, has started at O2 Arena, London. Mr Sukhbir Singh Badal, Dy Chief Minister, Government of Punjab, India declared the League open and unveiled the winners Trophy for the League. Eight teams from UK, USA, Canada, Pakistan and India are vying for the maiden trophy.

The evening saw Bollywood actor Akshay Kumar, also the owner of Team Khalsa Warriors in the League sing his own songs. The crowd frenzy was uncontrollable when he sang – Mujhme to, tu hi tu basaa……from his movie Special Chabbis. The excitement increased when he continued to perform on the famous punjabi songs – ni tu hune hune hoi mutiyaar…. and Taare gin gin yaad ch teri…… The enthusiasm was higher as his team went ahead to win the first match against Yo Yo Tigers, owned by Rapper Honey Singh.

The entertainment continued with Sukhwinder Singh of Chak de and Chaiyaan Chaiyaan fame singing foot thumping numbers like aaja aaja Dil Nichode, Raat ki matki phode from movie Kaminey. Jimmy Shergill, Neeru Bajwa, the famous actress of Punjabi movies and Gurpeet Ghuggi, the comedian in Punjabi movies and TV programs also enthralled the audience with their performances.

The maiden set of matches played between United Singhs and Punjab Thunder & Khalsa Warriors and Yo Yo Tigers saw United Singhs winning the match against Punjab Thunder and Khalsa Warriors against Yo Yo Tigers. The other teams to start their innings today are Vancouver Lions against Lahore Lions and California Eagles against Royal Kings USA.

Wave WKL kicked off yesterday i.e. 9 August to 30 November 2014 and will see various national and international Kabaddi players in action through 8 franchisees. The league will follow the Formula 1 touring sports format and will be played across 4 continents. Wave WKL aims to become the go-to brand when it comes to sports entertainment or delivering value to its partners and sponsors. Wave WKL as a brand embodies strength, power, agility, tactic, entertainment, masculinity and aggression. It is taking an indigenous Indian sport to the world and redefining it for the Indian audience.

August 11, 2014
WKL announces Li Ning as apparel partner

MUMBAI: World Kabaddi League has found its apparel partner with Li Ning Company which will now be the official apparel partner for its opening edition. The company will provide a wide range of clothing for the games related personnel, including the team kits.

World Kabaddi League CEO Raman Raheja said, “It’s a matter of pride for World Kabaddi League to announce Li Ning Company as the official Apparel Partner for league. They are known for their professional approach & expertise in making apparel and sports equipment as per international standards. We believe Li Ning will join our efforts and share the vision of delivering best game in World Kabaddi League. We hope this will be long and fruitful partnership.”

Li-Ning India business head Ram Malhotra commented “World Kabaddi League provides athletes, from across the globe, with a unique and professional platform to showcase their talent and sportsmanship and to promote Kabaddi on an international scale. This is something that resonates with Li Ning because as a brand, we are continuously seeking to establish strong relationships with world – class athletes across all sports and to support initiatives aimed at popularizing various sports. We are excited to be a part of an initiative that brings together Kabaddi champions and enthusiasts alike, on a global scale, to share and revel in their passion for Kabaddi.”

In the international arena, Li Ning Company has been a strategic partner of NBA, ATP and other top international event organizers and institutions offering its equipment and services to several eminent athletes like Shaquille O’Neal, Ivan Ljubicic, Jose Calderon, Asafa Powell, Yelena Isinbayeva, Andreas Thorkildsen, Marin Cilic, Ivo Karlovic to name a few.

World Kabaddi League is slated to kick start on August 9. With 94 matches and matches scheduled across 3 continents in UK, US, Canada, Dubai and India; the WKL will follow F1 format. WKL will present the sport to its fans in a completely new avatar by adding more action-oriented elements. The maiden Indian contact sport which has committed fan following across the globe will soon be pegged amongst the most followed game amongst enthusiasts. WKL will be played in Circle style which is the most popular kabaddi format followed across 26 countries globally.

WKL aims to become the go-to brand when it comes to sports entertainment or delivering value to its partners and sponsors. WKL as a brand embodies strength, power, agility, tactic, entertainment, masculinity and aggression. It promises to take the indigenous Indian sport to the world and redefining it for the Indian audience.

July 21, 2014
Sonakshi Sinha now co owns WKL team

MUMBAI: Bollywood cinestar Sonakshi Sinha has announced her association with World Kabaddi League which is slated to kickstart from 9 August in London. Sonakshi has bought the United Singhs team along with the Hayre Group of UK. She becomes the third celebrity to associate with the League after Akshay Kumar and Honey Singh.

Speaking to media and her fans at a meet in Mumbai, Sinha said, “I am really excited to be part of World Kabaddi League. This is my first such endeavor. Kabaddi is a fast paced sport and I am looking forward to some adrenalin rush moments during the League.” Sinha is likely to travel along with her team as much as possible.

Sinha is already making amends in her shooting dates so that her commitment to World Kabaddi League is intact. “Please, please, please support World Kabaddi League as this is surely taking Kabaddi places,” she said.

World Kabaddi League Commissioner Pargat Singh said, “We are very excited with the support World Kabaddi League is getting from various celebrated personalities. Sonakshi is truly a gem in the crown. We are confident that her association will add to the growing fan following of the League.”

World Kabaddi League promises to present the sport to its fans in a completely new avatar by adding more action-oriented elements. WKL will be played in Circle style which is the most popular kabaddi format followed across 26 countries globally.

Earlier this month, bollywood actor Akshay Kumar had endorsed the league by buying a team. The actor has always been enthusiastic in promoting fitness and sports which encouraged him to take this decision. He believes that Kabaddi is an authentic sport that puts up raw power for display and keeps the adrenalin rushing at all times.

Talwinder Singh of Hayre Group said, “It gives me immense pleasure to have an A-list actor like Sonakshi to be a co-team owner. Her movies are eagerly watched internationally and am sure she can make Kabaddi look cool as a sport to play and follow. She has some very innovative winning strategies up her sleeve that she continues to share with me and my players. We will play to win and I am sure the fans will enjoy it thoroughly.”

“It gives Kabaddi a ‘gladiatorial’ persona and adds loads of spunk and aura. We need to vie for a niche currently occupied by well-established sports like soccer and cricket. Our visual identity, tone and texture is global and aspirational,” added Singh.

July 17, 2014
Sony Six banks on FIFA finale to reach viewership target

MUMBAI: This Sunday, 13 July, the biggest sporting event FIFA 2014 World Cup will crown its ultimate champions: Germany or Argentina. Sony Six, which bet big on FIFA to churn out viewership claims that the game has garnered them good TVTs.

The World Cup has also been a money spinner in terms of ad rates for the games. It can be noted that for the initial matches the ad rate for a ten second slot was selling for Rs 2 lakh to Rs 2.5 lakh. But now the figure has doubled. “The ad rates for a 10 second slot for the last four matches were sold for Rs 5 lakh ,” says MSM president Rohit Gupta. But according to some media planners the sum quoted is too high and marketers would end up paying between Rs 3.5 lakh to Rs 4 lakh.

Sony Six business head Prasana Krishnan says, “The football story in India has been pretty good for our channel. It has been a driver for growth in terms of viewership. The singular prime time slot of telecasting games at 9:30 pm has paid well.”

For the audiences in CS male 15+ years category, Sony Six had 605 TVTs, Sony Aath had 209 TVTs, Sony Pix had 85 TVTs and combined the three channels had a combined total of 899 TVTs. For the West Bengal market, (CS male 15+ years) Six had 218 TVTs, Aath had 203 TVTs, Pix had 27 TVTs and the combined TVTs were 448. According to the channel, its TG mostly lies in the CS 15+ category.

In terms of reach (in 000s), for CS 4+ years at an all India level, Six had a reach of 43,968; Aath 9,816; Pix 5,350 and combined reach of 50,184. Though Krishnan had expected Six’s reach to be 125 million during this FIFA World Cup, he is yet optimistic about the final. “The World Cup is not yet over, we expect the total number to increase,” he says. Giving viewers a local flavor through Bengali commentary on Aath and the resultant viewership numbers is validation of their strategy being a success, Krishnan added.

According to TAM data sourced from the channel for week 16 to week 26 (13 April to 5 July 2014) Six has been placed number one for 11 weeks now. Krishnan adds “It is a pointer for the future. In the next five years many international titles like UEFA Euro 2016 and FIFA World Cup 2018 will help our channel immensely. The time zone for FIFA will be more favorable this time for our telecast to the Indian audiences as FIFA will be held in Russia.”

The male and female ratio in terms of viewership for this FIFA World cup has been 67 per cent and 33 per cent respectively. Compared to the FIFA World Cup 2010, female viewership has grown.

When questioned which has been the best performing market for Sony Six so far Krishnan says, “No prizes for guessing. It has been West Bengal followed by Kerala, Mumbai, Chennai and Assam.”

But what is Six’s strategy once FIFA ends? “We have a few properties lined up already. The Caribbean Premier League took off on 11 July and later in the year we will be focusing on World Kabaddi League and Champions Tennis League while NBA JAM is set to hit the ground in September 2014,” Krishnan says proudly.

It seems like the channel is all set for the year. Meanwhile, it’s time to relax and enjoy the finale of FIFA World Cup 2014.

July 12, 2014