STAR India, Times Internet partner to distribute IPL on digital in India
Both companies will market the joint proposition, and STAR India will be solely responsible for monetisation, including advertising sales of IPL 2014
STAR India has licensed the digital distribution rights for IPL 2014 from Times Internet, the digital arm of the Times of India Group. STAR India will offer streaming and video on demand on starsports.com, the Star Sports app, and on mobile operator services powered by Star Sports. Times Internet will distribute IPL streaming and video on demand on its cricket destination on web and mobile, powered by a starsports.com video player. Both companies will market the joint proposition, and STAR India will be solely responsible for monetisation, including advertising sales.
Last year, IPL online witnessed a 56 per cent growth in unique visitors, with over 200 million video views. This year, India’s largest media houses will co-distribute IPL, offering unparalleled reach and viewership.
The move deepens STAR’s commitment to dramatically shape the sports experience on digital. Launched in June 2013, starsports.com has become the go-to destination for following the best of international sports and features a video timeline that allows the viewer to keep track of live sports as well as catch up on games with ease. The company has also built an advanced technology infrastructure that enables HD quality streaming across multiple devices.
“At a time when more and more fans are following sports across multiple screens, our aim is to deliver an experience for them that is even better than what is on television. This partnership signals our continuing efforts to transform sports and the digital experience,” said Sanjay Gupta, Chief Operating Officer, STAR India. “We want to make IPL the world’s largest sporting event on a digital platform this year,” he affirmed.
Satyan Gajwani, Chief Executive Officer, Times Internet added here, “We have been offering our users IPL for three years, and it continues to be a major driver in consumption and brand, recognised as one of the largest online video events worldwide with rapid growth. Our partnership with STAR will enable an even larger reach for the property across digital devices.”
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