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Video streaming of Pepsi IPL 2014 on got off to a rousing start with the multi-sports digital service delivering a reach comparable to what Sony Six delivered last year with the telecast of the 2013 Pepsi IPL player auction. Streaming of the action from the 2014 Pepsi IPL player auction on attracted as many as 6.8 lakh visits over two days. These numbers were delivered despite a five-minute delay in the service.

Last year’s IPL auctions on Sony Six delivered a reach of 4.04 lakh viewers, with an average time spent of 25 minutes in the male SEC ABC 15+ demographic. In comparison, reached 3.87 lakh viewers with an average time spent of 31 minutes each on the web.

Ajit Mohan, EVP and Head, New Media, STAR India said, “We had decided to produce a high quality show around the auctions, with commentary and analysis from Harsha Bhogle and Sourav Ganguly. The Indian consumer is evolving fast and more and more consumers want to catch action while on the move. We are convinced that this year, the mobile screen is where the action will be for IPL.”

The highest growth in traffic was seen in the first session of the auction on February 12, when marquee players such as Yuvraj Singh and Kevin Pietersen were being sold. The traffic peaked at 3:00 pm on February 12. Almost 60 per cent of the traffic was from sports fans in the age group of 18-24 years, and almost all of the traffic was in the coveted male demographics.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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