The third season of IPL is available for viewing on screen formats – from the smartphones to the large cinema screens – thus touching viewers no matter where they are. This year, technology is giving cricket fans the power to follow their favourite IPL teams’ performance. Exchange4media takes a look at the various initiatives taken.
The Indian Premier League has got into deal with search engine giant Google and providing live cricket streaming on YouTube. This deal will be for two years, and the IPL is expected to earn out of the same through advertising and sponsorship revenue sharing. On this pioneering step, Parminder Singh, Business Head, Google India said, “I am confident that this innovative step will be accepted by the market. Cricket and Bollywood will definitely take digital domain to another level. Through YouTube consumer is not only watching matches but actually experiencing it by controlling camera himself. This apart, we have also created an official community of IPL which will give IPL a social angle also. Viewers who are less interested in cricket and more in entertainment, they can watch ‘Funny Missed Runout’ clips where they will get fun element of the IPL. So through YouTube we are providing complete pack of cricket with entertainment and through Orkut and Twitter ‘Cricket with social touch’.
He further added that they have got a set of sponsors for the YouTube webcast and few of them are – Royal Challenger, Coke, HSBC, Hewlett Packard, Samsung, Airtel. They have divided advertisement basically in three parts. First is mid-roles like TV broadcast, second is screen surrounded advertising experience. In it, we will have single advertiser for each matches. And third is for clips, highlights and best moment clips. In it before each clip, there will be 10 second advertisement video. In this way they will be able to do ads innovatively. ‘I believe these crucial steps are bringing Indian sports to the global level’ he stated.
This apart, for the first time in the country, a unique project is being implemented to show the IPL 2010 matches live in over 1,000 cinema halls around the country, including around 50 in Mumbai from the opening day of the tournament. UFO Movies is spearheading this project. The participating cinema halls, including Cinemax, Fame, Inox, PVR, are making special arrangements to make the cricket in cinema halls a truly memorable experience.
On their preparation Aditya Shroff, Asst Vice President Distribution Programming and Corporate Sales, Fame Cinema stated, “We are completely prepared for the screening of all the IPL matches. These matches are being shown all across the country through all our properties. We have blocked one screen in each cinema hall for IPL screening. UFO Movies is providing technology for the live broadcast through satellite. Sponsorship is also done by UFO Movies for all the matches”.
“All matches are being shown without any ad in-between so it will be a non-stop entertainment for the viewers. I believe more excitement will be seen once board exams are over and after few matches tickets sell can also pick-up pace,” he added.
Giving media planners point of view Surbhi C Murthy, Deputy General Manager, Allied Media India believed, “It’s high time that we should be in digital domain and IPL webcast through YouTube is a brilliant idea but I don’t think it will have any effect on the viewership of mainline media. Broadcast through cinema halls will make people get together and watch matches with more excitement which is really a novel idea in India”.
“I see future of media planning in these innovations because they are focusing individuals. We will have to step out to reaching out to every individual and plan accordingly,” she concluded.
Through YouTube the games are being shown live with five minute delay or will be deferred live based on the country in which the games will be telecast. So if you have packed-up your TV sets due to the board exams of your child and you think that IPL can not disturbed him any more, than your assumption might be wrong and your cricket crazy boy could be watching IPL matches on his smart phone.
This agreement with YouTube will allow the fans from all over the world to watch the tournament live. This includes all the nations where the broadcasting rights have yet to be sold, including UK, where Setanta had won the rights but had soon declared itself bankrupt.