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Tag: WWE

  • Topps’ Slam Attax Trading Card Game to bring alive WWE experience for kids

    Topps’ Slam Attax Trading Card Game to bring alive WWE experience for kids

    MUMBAI: Encouraged by the response to Cricket Attax, the official IPL trading cards game, Topps India Sports and Entertainment will be launching the Topps Slam Attax – Rumble, Trading Card Game collection.


    Based on the popular World Wrestling Entertainment franchise, fans can now collect over 223 Trading Cards of their favourite WWE SuperStars in their official look and play a skill and strategy game which enables them to relive the WWE experience at their homes.


    Slam Attax Rumble aims to offer boys more choice than before. The cards are powered with a total of six stats or ratings to choose from. The ratings the company adds reflect the performance and star appeal of the individual WWE entertainer and are completely aligned to SuperStar or Diva‘s current form. 
     
    The WWE Slam Attax collection system comprises of primarily two key components ‘Cards‘ and ‘Starter Packs‘. Cards are available as different products ranging from packet of five cards at Rs 15 to multipacks of 50 packets at Rs 750.


    Starter Packs are available in two varieties and this product enables gaming and facilitates collection of the cards. Similar to the pattern of Topps‘ all table top games, Slam Attax requires players to employ their knowledge of the various WWE SuperStars and the game rules in order to create a strategic line up of SuperStar cards to outwit their opponent.

  • ‘We are now in a very strong position to overcome any new challenges in the Indian marketplace’ : WWE International executive VP Andrew

    ‘We are now in a very strong position to overcome any new challenges in the Indian marketplace’ : WWE International executive VP Andrew

     

    Earlier this year to better reflect its business, World Wrestling Entertainment rebranded as WWE. Among other things, it is looking to develop new television products including scripted, non-scripted and animated programmes as well as the launch of a new WWE Network in the next 12-18 months.

     

    Recognising the importance of India, the company this month set up an office here with Rukn Kizilbash as its head. The company has a strong association with Ten Sports and is also exploring possibilities of putting its content on regional channels.

     

    In an interview with Indiantelevision.com‘s Ashwin Pinto, WWE International executive VP Andrew Whitaker talks about the company‘s growth plans in India.

     

    Excerpts:

    You recently opened an office in Mumbai. Given that this is an important market, why did it take so long?
    India has been one of our most successful television markets for a number of years now. In line with our global strategy, since we have begun to introduce our other lines of business, the time is now right to begin building a more local presence in the market. The Mumbai office is the first step of that process.

    Could you talk about the opportunities and challenges that you will face in India?
    With our new Mumbai office and Rukn Kizilbash in place as general manager India, as well as our strong TV penetration with Ten Sports and other lines of business, we are now in a very strong position to overcome any new challenges in the marketplace.

    We have an extremely loyal and extensive fan base in India and are highly confident about the opportunities open to us in this important market.

    How have you built upon the relationship with Ten Sports?
    Ten Sports is pivotal to our success in the market. We deliver fresh original content 52 weeks of the year and are able to provide new content to meet with the growing demands in the market. The promotional strategy we deploy with Ten Sports includes implementing regular local consumer promotions and bringing WWE Superstars to market every year.

    Are you talking to regional channels regarding having your content being seen there?
    We are working with Ten Sports to see if we can make some content available on regional channels.

    Live events will play a big role in terms of growing the fan base here. What can we expect?
    We have held live events in India in the past and I think this is something we will consider for the near future.
    “We are working with Ten Sports to see if we can make some content available on regional channels”

    You now have a talent development department. Is India going to be a part of this?
    We have seen a number of non-American talent prosper within WWE, from The Great Khali to Rey Mysterio and more recently Alberto Del Rio, Sin Cara and Sheamus. In fact this year we signed a new talent from India, Jinder Mahal.

     

    This success indicates a significant appetite and opportunity for us to actively recruit international talent and it is an area we will continue to invest in across all markets, including India.

    How have you grown the studio side of the business over the past couple of years?
    From 2010 through 2012 we have a full slate of nine movies, four of which have been released so far. These are ‘Legendary‘, ‘Knucklehead‘, ‘The Chaperone‘ and ‘That‘s What I Am‘.

     

    We have successfully deployed a deal by deal model which allows us to achieve structural efficiencies per movie. This model has seen our movies released through multiple platforms around the world including theatrical, home video, pay-per-view, VOD/Pay TV and Free TV. The remaining releases for this year include ‘Inside Out‘ and ‘Family Reunion‘.

    Is there a chance of doing a film co-production in India?
    It‘s certainly something we may consider. We enjoyed a successful partnership last year with Viacom whereby one of our top WWESuperstars, The Great Khali came runner up on Bigg Boss.

     

    There are a number of parallels to be drawn between WWE and Bollywood and we see great opportunities for us in this area.

    What strategy has WWE followed to grow the brand globally over the past couple of years?
    Our global growth strategy on a market by market basis is first to bring WWE‘s television programming into the marketplace, which is usually the starting point to begin engaging fans and bringing our unique form of entertainment into people‘s homes. Once we have established a strong television audience, we then look to introduce our other multiple lines of business, from live events where fans can see our Superstars live and in person to our vast lines of consumer products, digital media and publishing.

     

    WWE is a global business, seen in more than 145 countries in 30 different languages, and key to our successful global growth is our local office presence. We have offices in Stamford, New York, Los Angeles, London, Shanghai, Singapore, Tokyo and now Mumbai, which are fundamental to our local level operations.

    Has there been any change in terms of how fans in India and globally perceive WWE?
    I think that our fans have always understood that WWE is fundamentally an entertainment business. In India our partnerships with the likes of Ten Sports, Sify and Mattel provide our fans with multiple brand touch points across TV, online and consumer products and our fans have responded well to our evolution and growth as a family-friendly integrated entertainment business.

    To what extent has the share of revenue from international markets grown? Which are the top three markets?
    When we set up our first international office in London in 2002, international revenues were worth $32 million. That figure has now grown to over $133 million.

     

    Outside of the USA and Canada, our biggest markets are the United Kingdom, Mexico and France.

    In terms of your various divisions, which has shown the healthiest growth and why?
    Internationally, our television business continues to grow and remains our most profitable division. We have also expanded our global live events business, now scheduling more than 70 international live events on an annual basis.

     

    Since 2006 international consumer products revenue has doubled, meaning that the retail brand value of WWE now exceeds $1 billion per year globally.

    In terms of the new business model, which are the key focus areas?
    There are two key components to WWE‘s recently announced brand expansion plans. First, the company will maintain a strong focus of growing its core business on a global basis and announced that Paul “Triple H” Levesque will be heading a new talent development programme.

     

    In addition, innovation will be the key to the long term growth through new consumer product launches, new television programming and international growth.

     

    The second component will be the active pursuit to acquire entertainment content companies and the outsourcing of WWE‘s core competencies – television and film production, live event production and licensing.

    What targets has WWE set for this year?
    Internationally, our focus continues to be on the Bric markets on the back of our recent TV launches with 2×2 in Russia and EI in Brazil and the growth of our already established business operations in India and China.

     

    As mentioned above, our new talent development department will be another key focus for us in 2011.

    What growth has there been in terms of doing international tours and holding ‘Raw‘ and ‘Smackdown‘ abroad?
    As I mentioned above, we operate over 70 live events internationally each year and are continuously exploring potential new live event markets. In the last five years, we have held live events in 35 different countries.

     

    To date, we have taken our Raw and SmackDown TV events that you mention to three markets outside of the USA and Canada – the UK, Japan and Italy – and in May of this year we announced that in October 2011 Mexico will become our fourth international market to host our Raw and SmackDown TV events.

    You recently rebranded as WWE. What was the aim?
    WWE is constantly evolving and this is simply the next step in that evolution to provide a ‘bigger, badder and better‘ – as we say in our advertising campaign – entertainment product for our fans.

    There has been talk about mixed martial arts and boxing now providing more competition for your viewership globally. I would appreciate your take on this?
    We don‘t view MMA or boxing as competitors for our viewership globally. Their product is completely different to WWE. Whilst they may borrow from various elements of WWE‘s production to entertain their own fans more, what they provide is a pure sporting spectacle.

     

    We view our competition as any live or televised family entertainment event.

    You have stars of the past returning briefly like Bret Hart. Is the aim to reinforce WWE‘s brand value?
    We are fortunate enough to have an extremely loyal and diverse fan base on a global basis, spanning all ages. As such, WWE has the ability to bring back stars of the past and feature them in programming from time to time, thereby creating both nostalgia and new storyline angles.

    What role is the global tie up with Mattel playing in growing your licensing and merchandising business?
    With Mattel, the number one company in toys, WWE has enjoyed impressive growth in its toy revenues. Mattel‘s distribution footprint is unrivalled.

     

    Allied to the reality of reaching more fans and customers in more countries is Mattel‘s innovation of various WWE lines.

     

    New play patterns in the action figure segment as well as bringing genuine scaling mean the current line of action figures are as accurate and detailed in their depiction of WWE Superstars than ever before.

    How are you growing the consumer products business in India?
    We have announced our appointment of the specialist licensing agency Dream Theatre to undertake the task of developing a scaled up programme of branded consumer products.

     

    Local licensees in apparel, footwear, stationery, publishing, magazines, nightwear, underwear and novelties are due to be added over the next two years to compliment the efforts of Mattel, THQ and Topps. We anticipate direct to retail tie ups and traditional licensees representing WWE‘s business as it continues its efforts to grow distribution as India‘s retail landscape continues to change and mature.

     

    Piracy is a big concern especially in markets like China. How are you tackling this issue?
    WWE is actively engaged in minimising the impact of piracy and counterfeit products on its businesses. We have a robust and mature trademarks registration and protection policy.

     

    The company takes down sites in real time that illegally stream WWE‘s PPV‘s, which otherwise represent a significant segment of annual revenue. The company also ensures that it seizes all counterfeit goods and legally challenges those companies and individuals found guilty of their manufacture and distribution.

     

    Piracy is a problem all over the world and cheats fans of genuine articles. It is a cost burden for brands and limits the investment being made in new lines for those consumers purchasing the genuine and authentic branded products. We are committed to continuing to do our utmost to protect our IP in every country.

    How is WWE expanding its presence in the digital space?
    WWE has seen 1,000 per cent growth over the last year in worldwide fans to our Facebook pages. We are currently working with Sify, our web partner in India, to create a WWE branded Facebook page with a few simple but powerful goals in mind:

    To build a direct connection with our fans in the local market, create awareness of our local site (wwe.in), encourage brand loyalty through special offers and promotions, and give fans the opportunity to connect and share their passion for our brand with other fans.

     

    Could you shed light on how social networks are changing the equation between WWE and its fans?
    The way I see it, the rapid adoption of social networks gives a large amount of power to the fan. It is less about “selling” and more about engaging with the fans. WWE is taking a more editorial rather than a promotional approach with social networks. The key is to use social networks to entertain and inform while subtly marketing to fans.

     

    Are the social networks allowing you to change course and take corrective action quicker?
    Absolutely! social media gives us immediate feedback to everything we do as a company.

     

    We have Facebook pages for many of our products from the WWE Superstars to our merchandising and the information we receive is shared directly with our creative and editorial teams. Social media feedback is key to our future initiatives.
  • Dream Theatre is WWE’s licensing agent in India

    Dream Theatre is WWE’s licensing agent in India

    MUMBAI: World Wrestling Entertainment (WWE) announced today that Dream Theatre has been appointed as a licensing agent in India for WWE.

    Dream Theatre has secured licensees to launch WWE products across apparel, bags, stationery, gifts and novelties lines. The team will also focus on consumer promotions to make WWE products more accessible to its fan base in India.

    WWE products will be available in standalone as well as retail chain stores across the country including Lifestyle, Shoppers Stop, Hamleys, Pantaloons, Central, Crossword, More, Hypercity, Lilliput and others.

    Dream Theatre founder and CEO Jiggy George said that products will hit shelves next February-March.

    The deal is for two years and is on a revenue sharing basis. “We are delighted to partner with WWE and reach out to its superb fan base in India. WWE is immensely popular with fans of all ages and this partnership greatly fortifies Dream Theatre‘s portfolio. WWE is the second most popular sport after India cricket. Our market for products will be the Metros as well as the class A,B towns. We are targeting the kids and teens. The North in terms of Punjab and Chandigarh should do particularly well for us”

    WWE International executive VP Andrew Whitaker said, “The tremendous demand for official WWE product from our huge Indian fan base has been driven by having such highly rated television programming on Ten Sports over the last decade. A partnership with a well established and highly regarded agent like Dream Theatre is a major step towards meeting that demand.”

    George adds that while piracy is a threat for any product that is popular it is a function of lack of products in the marketplace and not having the right price points. “WWE is very popular and so it is important that products are available. As organised retail grows, piracy will come down. We are seeing this already. We expect that WWE products like T-shirts and back to school items will work well.”

    With nine hours of WWE programming broadcast each week on Ten Sports, WWE Superstars, Divas and Hall Of Famers can be seen on more than 68 million homes across the country.

     

  • ‘India is a very important part of our growth strategy’ : Marcus Luer- Total Sports Asia CEO

    ‘India is a very important part of our growth strategy’ : Marcus Luer- Total Sports Asia CEO

    Total Sports Asia (TSA) has big plans in India. Though it has concentrated on soccer, golf and badminton, the specialist in personalised sport and entertainment solutions is now looking at the opportunity of getting involved with the Indian Premier League (IPL). It views the team franchises as a hot property, offering a wide spectrum of revenue streams.

     

    Launched in India five years back, TSA has made progress in different areas like representing World Wrestling Entertainment (WWE) and organising the opening and closing ceremonies of the World Military Games. The plan is to also get involved in the high-profile, high-stakes game of cricket.

     

    In an interview with Indiantelevision.com‘s Ashwin Pinto, Total Sports Asia CEO Marcus Luer discusses about the dynamics of the sports marketing business and the company’s growth plans.

     

    Excerpts:

    How would you describe the progress that Total Sports Asia has made since launching in India five years back?
    TSA has grown from a small team in Mumbai to two fully operating offices in Mumbai and Delhi. We work across all our core business lines in India now – media rights, sponsorship, events and consulting. Over the years we have been involved in a host of different activities from the management of the World Military Games Opening and Closing Ceremonies to licensing deals for WWE. This is partially due to the nature of the Indian sports landscape and our wide range of skill sets. We are continue to explore various niche areas and are comfortable across many different sports.

    What will be your key areas of focus in India?
    India will remain a core market for TSA and we have identified certain sports and entertainment content which will be our focus. Without giving away too much, football, badminton and golf will be an important element for us. We have also identified a variety of local events which we believe have long term potential and we are keen to develop further.

    In terms of revenue and business generated, how important is India vis-a-vis the rest of Asia?
    I see India as a very important part of our growth strategy in the short and long term. The market has tremendous potential and we will continue to grow our presence.

    How does the deal with Nectar Capital benefit Total Sports Asia?
    The simplest way to look at this is that Nectar Capital provides us with additional fire power in terms of funding and financial business acumen. Having a strong PE partner makes us a better company.

    Cricket is the dominant sport in India . How come you have not been more active in this space?
    We have been involved but haven’t been that high profile. There are lots of discussions behind the scene and it is best left at this.
    ‘There are many great value-for-money projects which deliver a strong demographic audience and RoI for the sponsors. Our involvement in the Kerala Boat Race comes to mind. This is one of the biggest tourist festivals in the country and with us getting involved, the event will be elevated to a completely new level‘

    Are you looking at associating with an IPL franchise to help them monetise and plan better?
    Yes, I do believe that IPL franchises have great commercial potential and only very few truly maximise their commercial rights. There has been a lot of noise and too many people claiming that they represent this team or that team. We are quite happy to wait for the dust to settle and then have a smart partnership with the right franchise. The IPL is here for the long-run and so is TSA. The teams will work out pretty soon who is for real and who just talks.

    India will be hosting three big events over the next couple of years – Commonwealth Games, cricket World Cup and hockey World Cup. There is also the possibility of F1 race taking place. What opportunities does TSA see for itself here?
    These events represent great opportunities for us. We are in different discussions on all 3-4 of them. Some opportunities relate directly to our own core services whereas in others we have teamed up with global partners who will bring in the required skill and services. We are also involved in the World Championship of Badminton in Hyderabad this year, another global event in the country.

    India has commonly been called a one-sport country. Will so many big ticket events taking place here change things in any manner?
    Yes! I do believe that India is becoming more open to other sports, especially when there is the local hero factor. Saina Nehwal’s recent success in Badminton and the subsequent coverage in the local media shows that people love to see a winner.This was similar when Sania Mirza appeared a few years ago. With more major international events in the country and also better training facilities in other sports, India has the human capital and potential to excel in many areas.

    You have plans in badminton with the World Championship this August in Hyderabad. Do you feel that this could be the catalyst for viewership of this sport to grow?
    Yes! As I mentioned, badminton is a core sport for us and we are excited over the prospects of this event in India. With Saina Nehwal stepping out of the shadow of the Chinese players, the timing could not have been any better. If she continues this way, we could see an Indian World Champion being crowned on home turf. I think this would put the sport on a fast track to truly make an impact. Badminton has a strong grassroots following but that has not translated into commercial success yet.

    How did the deal with Nirmal Lifestyle come about for the US Open?
    It was a collaboration between us and the client. We were given a brief and a vision of what Nirmal was looking for and then went out to find the right partners and build a concept around it. It is truly a unique deal for all parties involved and we are confident to add more deals in this space.

    What are the other kinds of innovative tie ups that Total Sports Asia is looking at?
    There are a host of other unique licensing deals being discussed with global recognised sports brands but it is too early to reveal.

    Is there more of an understanding among clients in India about how sports can be used for brand building beyond just cricket?
    Yes! I do believe Indian brands appreciate that we don’t just talk about cricket when we sit in front of them but truly show them the opportunities with other sports or entertainment concepts. There are so many other great value-for-money projects which deliver a strong demographic audience and RoI for the sponsors. Our involvement in the Kerala Boat Race comes to mind. This is one of the biggest tourist festivals in the country and with us getting involved, the event will be elevated to a completely new level.
    You did a deal with Real Madrid for mobile content in Japan. Will this kind of a service come to India shortly with soccer growing in popularity?
    We represent the Real Madrid mobile rights and many other top sporting mobile rights for India as well. Mobile content growth is directly related to the local network capabilities. Having a large customer base in India is a great starting point but the lower spectrum of bandwidth still stops ‘rich’ content from truly being consumed in India. This is just a matter of time when new technologies will make this experience available in the market.
    You also recently did a deal with mlogic. Is leveraging the new media space becoming more of a focus area for TSA?
    We are in the process of launching our own online channel (www.totalsports.tv). This will stream live action from various events including the World Championship of Badminton in India and the US Open tennis over the internet. The service is in partnership with Octopus Media in the UK.
    Are you planning to work with sports bodies in India to grow sport at the grassroots level?
    In general we have a more top down approach. We start with media rights, build an awareness and presence for the sport on TV, and then develop a great ‘live’ experience for the fans. We let the fans touch and feel the sport and the stars and then give the fans what they want in terms of other interaction and experiences to allow them to truly immerse themselves with their favourite sport, team or athlete. This is currently the smarter route to develop the right level of awareness and commercial interest in a sport. That does not mean grassroots is not important and needs to be nourished. I truly believe that’s where the government needs to step up and provide the necessary infrastructure and financial support. Agencies will then be able to support that effort.
    Does TSA have plans in the player representation area in India and Asia?
    I’m sure this will be a natural process coming out of our involvement with certain sports and sectors.
    Apart from India, China is another key market for you. How did the Olympics impact the dynamics of the sports marketing business in that country?
    There are clear signs that the event has changed the perception of sport in China forever. The local athletes have become the true heroes of the games and many more stars will come out of the young generation who watched the Games from the sideline. At the same time, the typical Olympic hang over in the commercial sector was also felt, coupled with the global recession. So several new initiatives were shelved or put on hold. Overall, sports in China will continue to grow in double digit figures and the country will continue to produce world class athletes in many disciplines. The investment in the Games will pay off over the next 10-20 years and will make China a huge force in sports globally.
    How do you see the current economic downturn impacting the sports marketing business in India and Asia?
    The first five months of the year were difficult with a lot of negotiations slowing down or being put on hold. In the last two months we see a lot of renewed interest and discussions being revived. I believe that the corporate sector has managed to see the light at the end of the tunnel and worked out how they need to deal with the climate. Lots of projects for the later part of the year and next year are in full swing.
  • ‘India is fast becoming one of WWE’s most important international markets’ : Andrew Whitaker- WWE president, International

    ‘India is fast becoming one of WWE’s most important international markets’ : Andrew Whitaker- WWE president, International

    World Wrestling Entertainment (WWE) has emerged as one of the strongest TV brands in India, providing sports broadcaster Ten Sports a daily diet of popular content.

     

    While US stays as its main revenue earner, WWE’s international revenues make up 26 per cent, or $135 million, of its total pie. UK, Australia and France are its top three markets in terms of size, but the fan base in India is growing. So is WWE’s efforts to market the property as it recently brought down one of its Superstars Kane for a promotional visit to Mumbai and Delhi.

     

    Despite the enormous proliferation of content in the market, WWE is a significant force within the entertainment and pop culture.

     

    In an interview with Indiantelevision.com’s Ashwin Pinto, WWE president, International Andrew Whitaker unveils the company’s growth plans in global markets.

     

    Excerpts:

    Why do you think WWE is so effective in connecting with audiences globally?
    One of WWE’s greatest strengths is that it offers quintessential American content that translates well across cultural boundaries. Developed over the last 25 years, our broad portfolio of specialised business units ranges from live and televised entertainment through to consumer products, digital media and our studios division. These business units, all marketed and distributed under the WWE brand, have made WWE into the recognised global leader in sports entertainment. The content is easy for audiences to relate to. So regardless of our fans’ culture or language, they can become enthralled in the drama, storylines and characters.

    In terms of revenue and business generated, how much comes from outside the US?
    In 2008, international revenues represented 26 per cent of total annual revenue for the WWE, equating to around $135 million. The top three markets in terms of size are currently the UK, Australia and France.

    Where does India fit in?
    Given how quickly the WWE’s fan base continues to grow in size, loyalty and passion, India is fast becoming one of WWE’s most important international markets.

    Ten Sports recently started airing WWE content in the same week as the US. Is this practice followed by most broadcasters globally?
    Yes, we aim to deliver WWE content to our international fans as soon as we can.

    Do you have a special relationship with Ten Sports?
    Ten Sports has been WWE’s television affiliate for over seven years. During this time, it has invested in successfully growing WWE’s profile across India. They are one of our most proactive and supportive television partners internationally.
    ‘Our most important revenue generators are live and televised entertainment and consumer products. Our aim is to continue to grow in these areas, as well as in the digital and studios divisions‘

    The last time the WWE had a full tour here was back in 2002. How come there has not been more activity in this regard?
    WWE is broadcast in 145 countries globally. We are continuously assessing the right time to hold a live event tour in every market.

     

    Outside of the US, we deliver around 80 live events per year. While we do not have any confirmed tour dates for India at the moment, we hope to return in the near future.

    Has the number of tours in Asia gone up over the last couple of years?
    Yes, in line with WWE’s growth within Asia, we are also increasing our live events in the region.

    Which of your four divisions has grown the most over the past year?
    Our most important revenue generators are live and televised entertainment and consumer products. Our aim is to continue to grow in these areas, as well as in the digital and studios divisions.

    What increase has there been in revenues derived from television licensing fees over the last five years?
    Internationally, revenues generated from TV licensing fees have grown by well over 30 per cent in the last five years.

    Are you looking at other areas like licensing and merchandising to grow the WWE brand in India?
    Yes. The WWE has appointed an agency to solicit licensing opportunities on our behalf in India, allied to Mattel’s launch of WWE’s new toy line in 2010. The WWE is also exploring the opportunity to develop stand alone official merchandise stores in Mumbai and Delhi.

    WWE reported a drop in the first quarter revenues. By when do you expect to see a turn around?
    During the first quarter, WWE’s core businesses performed relatively well. It is important to note that WWE’s annual WrestleMania event (WrestleMania XXV) occurred on 5 April, 2009 and consequently will be included in our second fiscal quarter financial results.

     

    By comparison, WrestleMania XXIV in 2008 occurred on 31 March and was included as part of our first quarter results that same year, contributing approximately $31.3 million in revenues and 7.1 million in profit from across our various business lines.

     

    All in all, despite a challenging economy, WWE stock actually outperformed other entertainment companies on both stock price performance and total return basis for the first quarter of 2009. WWE was actually up 4.2 per cent on a stock price basis versus the likes of CBS, Dream Works and Walt Disney Company, who were all down.

    With the economic slowdown, how is WWE looking to manage costs more efficiently?
    Although WWE is performing relatively well in the current economic environment, as a company we are working to significantly reduce operating expenses. The changes we have made will allow us to deliver even stronger financial performance in a challenging economic climate.

    Could you shed light on how the WWE is using new media?
    WWE’s online presence is continuously growing and developing. We have more than 14 million unique visitors worldwide every month to our primary website, WWE.com, viewing approximately 22 million video streams.

     

    This makes us a larger site than those of professional sports leagues, such as the NFL and Major League Baseball, and in 2008 WWE was the second most searched term on Yahoo! after Britney Spears.

     

    We have also launched localised websites in a number of international markets including Spain, Italy, Portugal and, of course, India. In India, WWE has partnered with Sify to deliver a local Indian website. WWE content is also available to fans via on and off portal mobile platforms across the globe.
    In terms of getting in fans at on ground events and driving pay-per-view buys, who are your top three performers at the moment?
    The great thing about WWE Superstars and Divas is that they each hold a different appeal for different fans. While one fan will follow Rey Mysterio or John Cena, another will be a Jeff Hardy supporter. WWE offers something for everyone and that diversity comes to life at live events just by observing the amount of different WWE Superstar signs that are being held and merchandise worn by the fans.
    What have the learnings been from making movies through WWE Studios?
    The success proves that there is an immense appetite from our fans to see their favourite WWE Superstars undertaking movie roles for their enjoyment, either in cinemas or on DVD. It has also highlighted some exceptional talent among several WWE Superstars for applying their acting skills to the big screen.

    How do you view competition like TNA which airs on another sports channel?
    All forms of entertainment are competition for WWE as we compete for the public’s attention and entertainment dollar. For any sports or entertainment company, whether you are Manchester United, U2 or WWE, the biggest concern is the enormous proliferation of content in the market.

     

    However, WWE is a significant force within entertainment and pop culture. Within our specific entertainment genre, we clearly are the industry leader. While TNA is pro-wrestling, WWE is entertainment.
  • ‘Sports broadcast ad market to grow to Rs 7 billion this year’ : Rukin Kizilbash – Taj Television India GM

    ‘Sports broadcast ad market to grow to Rs 7 billion this year’ : Rukin Kizilbash – Taj Television India GM

    It has been a busy and somewhat testing time for Ten Sports. Last year Zee took a 50 per cent stake in its parent Taj Television while this year the channel has had to make do without any India cricket showcase. As a result, it has had to push other properties.

     

    Additionally, a plethora of cricket rights that it holds come up for bidding in the coming months. Indiantelevision.com’s Sibabrata Das and Ashwin Pinto caught up with Taj Television India GM Rukin Kizilbash to find out more.

     

    Excerpts:

    How has not having India cricket this year impacted Ten Sports?
    It has impacted us quite a bit. It is a fact of life that things are not as smooth without India cricket. For each India series you make in the region of Rs 700 million to Rs 1 billion. Last year, Ten Sports had one series. The year before, there were two.

     

    However our reach and GRPs have not been impacted. This is in part due to WWE (wrestling). Our reach is at 30 per cent.

     

    Next year should be better though as we will have India’s tour of Zimbabwe and Sri Lanka.

    But wouldn’t it be a crucial phase for Ten Sports as two prime properties – Pakistan and Sri Lanka boards – come up for bids next year?
    It will be a crucial 12 months for us as the rights for Pakistan, Sri Lanka and West Indies come up for renewal. But we expect to renew our contracts.

    Will the acquisition price for these rights shoot up with Sony back in the race and the others showing hunger to pocket more cricket properties?
    I don’t think that the acquisition price will shoot up drastically. India, after all, visits them just once in four years. So when you buy board rights, you basically buy one India tour. It is not like the ICC events where India always participates.
    Why is it that you recently bought the South Africa rights for just one year?
    We got the rights for South Africa and Zimbabwe for one year. We will hopefully get these rights for five years once the current period gets over. India visits South Africa in 2010.

    Is cricket saturated in terms of ad rates?
    No! We believe that the spot rate can keep going up. To give you a parallel, in the US a 30-second spot for the Super Bowl sells for $2.5 million. For us it sounds unbelievable but in the US clients like Budweiser and Microsoft are willing to spend $25 million on one match. They create campaigns just for that event. An India series costs $4 million to sponsor. So there is room to grow.

     

    We sold the India Pakistan series last year for Rs 350,000 for a 10-second spot. I believe that ESPN Star Sports sold the final of the T20 World Cup for Rs 750,000 per 10 seconds. The next India versus Pakistan series could see spots sold for Rs 500,000 per 10 seconds – or even more. Advertisers realise that India cricket is the only way to reach the entire country at one shot. Even the highest rated soap does not reach the entire country. Its primary audience is the Hindi belt.

    Which is why the sports broadcasting market is going to see ad revenue growth this year?
    We expect the sports broadcast ad market to be in the region of approximately Rs 7 billion this year, up from Rs 4.5 billion a year ago.

    Industry estimates Ten Sports’ ad revenue to be around Rs 600-700 million this year. Is this true?
    I can’t comment on our revenue figures.

    In terms of rates, how do India cricket series stack up
    against each other?
    India versus Pakistan would be number one, followed by the series against Australia. A series against South Africa would be third. Clients need India cricket to create a big bang. Also a lot of the ad rates depend on when a series is held. Is it coinciding with the summer season or Diwali?

    To what extent did T20 rejuvenate cricket?
    It turned the sport upside down. It is certainly worth a lot more from an advertisers perspective than a 50 over ODI. The ratings for the T20 World Cup were double what you got for the India Australia ODI series. There is a lot more viewer retention as it lasts for just three hours. The instant cricket that T20 offers fits in with today’s lifestyle.
    ‘IPL and ICL will not get in each other’s way. One initiative is from the governing body, while the other is from a private player trying to boost the game’s popularity and reach. They can co-exist‘

    Have ratings gone up for other sports?
    Not substantially. There has been some growth though for tennis, soccer. Moto GP has also shown a decent jump. We have gone from maybe 0.2 to 0.4.

    And what about ad rates?
    We are seeing a surge in football. When we telecast the World Cup in 2002, we got an ad revenue of $2.5 million. We believe ESPN Star Sports got around $8.5 million this World Cup.

     

    The ad revenue you get from a non-India series like Australia versus South Africa is probably about the same as what you make for a season of Uefa Champions League.

    How do you view the opportunities for broadcasters to grow other sports in India?
    The opportunities are there for other sports to grow. Soccer, hockey, tennis are doing quite well, which we are trying to develop. Having said that, Indian cricket drives the sports broadcasting space. The challenge is to take the other sports on par with India cricket.

     

    We have to figure out how to deliver more TRPs and revenues from these sports. India will evolve from being a one sports nation but it will take time – and a lot of marketing effort from sports broadcasters to push these properties.

    Can you offer an example of a non cricket sports event that has grown through nurturing?
    A good example of nurturing is the soccer World Cup. The response it got last year surpassed all expectations.

     

    When EPL first started airing in India not many people were familiar with it. It has developed over the years due to sustained coverage. We will be doing the same with our properties including motorsports.

    What marketing innovations are being done by Ten Sports to push these events?
    We are doing an On Tour innovation. This is a six-month on-air promotion and the sponsors are Tata Sky, Idea and McDonalds. We take four contest winners each month for a different event. We started off in September with WWE in Paris. In October we took them to Kuala Lumpur for the MotoGP. This month is the Uefa Champions League and next month is Sri Lanka Cricket.

     

    In January, we will be featuring South Africa cricket. In February, there will be horse racing in Dubai. And we are marketing them in different ways.

    Do you see Olympics becoming bigger in India this time?
    I would rather say that the Olympics as an event was bigger in the 1970s and 1980s compared to now. For next year I have heard that ESPN is looking to air it, besides DD. If that happens then the event will get a bigger marketing push that usual. Still the fact that Indian participation in the Olympics as well as performance is limited means that interest will accordingly be limited.

    What are the rights you have recently bagged?
    We have bought the soccer rights to the Dutch and French leagues. We believe that if we nurture them they can over the next three years reach the status of EPL.

     

    In terms of upcoming rights, the Australian Open tennis Grand Slam rights are currently being bid for. Wimbledon rights come up next year.

    There is a trend of sports broadcasters doing long-term deals with a few clients. Is Ten Sports examining this route?
    No! We prefer to do yearly deals as we know exactly what is on our calendar. Also if you do a long-term deal, you do not know what the ad rates will be the next year and the year after that. You could be under-selling.

     

    Another issue is that if I say lock in Pepsi for three years, then I exclude Coca-Cola and who knows? Maybe next year Coca Cola ups their marketing budget and launches three new products. I miss out on that action. With long-term deals you run the risk of ticking off companies by blocking them completely off the channel. These companies will then be more than happy to hop on to a rival channel.

    How do you see the ICL and IPL faring?
    ICL will rock. At the moment there is some uncertainty as it is a new format. But once it starts, it will catch on in a big way. You have established names, good production values, good stadium facilities. There will be Bollywood glamour. So it will be a fun experience for the family.

     

    While it is early for me to say anything about IPL, I don’t think that they will get in each other’s way. One initiative is from the governing body while the other is from a private player trying to boost the game’s popularity and reach. They can co-exist.

    After acquiring stake, why did Zee decide to sell ads through Ten Sports for its own sports channel?
    We already have a dedicated ad sales team in place. We are selling ICL for them. We are selling it on air while they are selling it on-ground. Sometimes we package some of Zee Sports’ properties along with our channel. At other times like for Indian soccer, it is done separately.

     

    It also depends on the client. If say someone like an LG is spending Rs 10 million, he may want to split it between the two channels. So we work out a package. We have products that Zee Sports does not have and vice versa. So it helps us sell better. It is a joint effort in terms of sales.

    Are you looking at organising a sports event at a
    grassroots level?
    Yes! We are working with Zee. We have identified three sports and we are deciding how to go about things. We might create an event from scratch or we might associate with an existing one and take it to another level. Zee is working with soccer. ESPN is working with hockey. We too are looking at a sport.

    In terms of other sports, do you see soccer or hockey
    becoming a number two sport?
    It is difficult to say which will come out on top. Hockey has picked up with our recent win and the whole Chak De spirit. Unfortunately, we are not playing in the Champions Trophy. Hockey has had its ups and downs. In terms of soccer, the Champions League is taking off. Both sports will depend on how India fares at them. But currently, soccer is bigger than hockey.

    How is Ten Sports gearing up for new media? And is marketing on the mobile going to go beyond just SMS?
    We are planning to do this next year. We are talking with Idea and Reliance in terms of how to take this forward. We are looking for a bigger platform.

    You did a film innovation last year where you aired
    sports films. Are you planning more of the same?
    Absolutely! We are planning to have the next batch soon. It is a question of getting sports movies. We are currently showing a series Simply the Best. Each episode looks at a great sports person like Sir Donald Bradman, Jesse Owens. Mohammed Ali, Sachin Tendulkar.

    Is a one-sport channel like a Golf channel economically
    viable with new distribution platforms like direct-to-home emerging?
    I think that a couple of years down the line it will be. When DTH reaches 5 million homes, you will see niche channels dedicated to topics like cooking, golf, travel and action adventure coming up.
  • WWE’s latest stunt involves Donald Trump

    WWE’s latest stunt involves Donald Trump

    MUMBAI: The World Wrestling Entertainment (WWE() has annou8nced that in its pay per view Wrestlemania which takes place next month real estate moghul Donald Trump will face off against WWE chairman Vince McMahon.

    In India viewers can catch WWE on Ten Sports. The two billionaires have been building towards a confrontation for weeks, after Trump upstaged McMahon on WWE fan appreciation night by dumping thousands of dollars from an arena ceiling. They will contest in a hair match.

    Meanwhile more than 63,000 tickets for Wrestlemania have been sold meaning that WWE has earned $5 million.

  • WWE opens 2007 with strong ratings in US

    WWE opens 2007 with strong ratings in US

    MUMBAI: World Wrestling Entertainment (WWE) has announced that its TV ratings in the US started off this year in a positive manner. It achieved its highest household deliveries of the current season on both Monday Night Raw on USA Network and Friday Night SmackDown on The CW.

    On 1 January, Raw’s feature of John Cena versus Kevin Federline delivered 3,564,000 TV households, its highest performance of the season, and the largest household delivery since August 21, 2006. Raw it says was the number one primetime cable programme during the first week of the year among households, total viewers, Male Teens (M12-17) and Men 18-34. Raw also posted season high ratings among Males 6-11, Persons 6-11, Adults 18-49 and Adults 25-54.

    SmackDown on 5 January, 2007, delivered 3,371,000 TV households, its highest performance in nearly a year and the highest since joining the CW network. SmackDown WWE says was the number one primetime program on television Friday night among Male Teens (M12-17) and Total Teens (P12-17), and the top rated broadcast program among Males 6-11. SmackDown made CW the number one broadcast network among Males 6-11, Males 12-17, Males 12-34, Males 18-24, Males 18-34, Persons 6-11, Persons 12-17 and Persons 12-34.

    SmackDown posted its highest rating among total teens (persons 12-17) since June 23, 2005 and highest among female teens (females 12-17) since November 13, 2003. SmackDown also achieved its highest delivery of the season among Persons 12-34.

  • WWE signs a series of mobile deals

    WWE signs a series of mobile deals

    MUMBAI: World Wrestling Entertainment (WWE) has signed new content agreements with mobile firms.

    The deals are with communications company Orange, Britain’s third-largest network operator; Heylife, a mobile, internet and TV content producer and distributor based in Portugal; and German broadcaster Tele5, which currently airs weekly installments of SmackDown. In India, viewers can catch WWE on Ten Sports.

    The deal will see Heylife rolling out WWE standard and premium package downloads, including video streams, voicetones, ringtones, wallpapers and SMS alerts.

  • WWE reports a fall in operationg income for Q2

    WWE reports a fall in operationg income for Q2

    MUMBAI: World Wrestling Entertainment, Inc., (WWE) has announced financial results for its second fiscal quarter ended 27 October, 2006.

    Revenues totalled $96.2 million as compared to $88.9 million in the prior year quarter and operating income was $11.7 million as compared to $18.9 million in the prior year quarter. The company reported net income of $10.4 million as compared to $11.7 million, or $0.17 per share, in the prior year quarter.

    In India WWE airs on Ten Sports.

    WWE CEO Linda McMahon says, ” The current quarter reflects the absence of all domestic cable advertising revenues under our arrangement with USA Network, which accounted for revenues of approximately $5.6 million in the prior year quarter. Our effective tax rate in the current quarter was significantly lower as a result of a beneficial settlement of a state and local tax audit. The prior year quarter also included approximately $3.4 million in positive legal settlements. We accomplished several operational objectives in the second fiscal quarter that are important for our continued development.

    “We launched Friday Night SmackDown on the new CW network, allowing us to broadcast into three million additional homes domestically. We successfully released our second feature film, The Marine in October and the results are firmly in line with our expectations. We have also positioned our home video business for long-term growth by securing a new distribution deal.”

    Revenues from WWE’s live and televised entertainment businesses were $64.3 million for the current quarter as compared to $63 million in the prior year quarter, a two per cent increase. Pay-Per-View (PPV) revenues were $18.6 million as compared to $18.8 million in the prior year quarter. There were three Pay-Per-View events produced in each quarter.

    Beginning in Q1 of the 2006 transition Period, the North American retail price of its PPV events was increased by $5 to $39.95 in order to bring the price more in line with similar live events. International buys comprised approximately 36 per cent of total buys in the current quarter as compared to 40 per cent of total buys in the prior year quarter.

    Live event revenues were $17.6 million as compared to $13.0 million in the prior year quarter, primarily due to the timing of international tours. There were 101 events, including 11 international events and 27 ECW branded events, during the current quarter. In the prior year, there were 78 events, including only 2 international events.

    International events generated approximately $4.6 million in the current quarter as compared to $1.3 million in the prior year quarter. Television rights fees revenues were $21.8 million as compared to $20.4 million in the prior year quarter. This increase is primarily due to the rights fees received from ECW telecasts.

    Television ad revenues were $1.5 million as compared to $7.7 million in the prior year quarter. This decline was due to the earlier mentioned television distribution agreement with USA Network, which became effective in October 2005.

    Due to this change, WWE no longer participates in domestic television advertising sales. Advertising revenues in the current quarter include sales of advertising on the Canadian television programmes.