After much drama over the last few weeks, it is now decided. The
second season of the Indian Premier League will now be held in South
Africa. So what happens to the various media partners of the eight IPL
franchise? exchange4media asks a few FM radio players, who are
partnering the IPL teams, on what would be the impact of IPL shifting
out of India.
Of course, the decision to shift IPL outside India has left millions of fans disappointed, who were looking forward to seeing their favourite players – Indian and international – battling it out. The cities that were to host the IPL games have also lost out on the hype and revenues. On-ground promotions, media partners, event managers, local partners – all would be an unhappy lot.
The second season of IPL is also seeing the various teams roping in radio partners for team promotions, ticket and merchandise sales, etc. Will IPL now being held in South Africa adversely impact the radio partners’ advertising revenues?
“Cricket always has had healthy revenues. Now, even though the matches won’t be played in India, the viewerships would not be affected,” asserted Nandan Srinath, Chief Operating Officer, Radio Mirchi. He added, “So, basically other than the venue change, everything else pretty much remains the same.” He further said that the ad campaigns for IPL would go on air at the FM station in the coming week.
Anand Chakravarthy, Senior Vice President - Marketing, Big FM, sounded equally enthusiastic and peppy about the IPL tournament. He said, “Although we have not finalised a fixed revenue figure, we have already started working towards the campaigns and various advertising packages. With the change of venue now, the only difference in terms of advertisements is the variation in the content that we are going to create. There is a little ambiguity regarding the dates, but once that is cleared, we will be out with our ad campaigns.”
Neeraj Chaturvedi, Delhi Station Head, Fever FM, however, admitted that there would be a significant loss of revenue when one talked talk about the campaigns built around the sale of tickets. He further said, “According to me, all the three media – print, television and radio – will miss out on some revenue with the tournament being played outside India. Personally, I would have never wanted the venue to be shifted.”
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