Top Story

Home >> Digital >> Article

Sports channels find digital engaging, but revenue generation & penetration remain a challenge

11-November-2009
Font Size   16
Sports channels find digital engaging, but revenue generation & penetration remain a challenge

The growth of the digital medium is seeing new categories exploring this medium, more so the sports channels. With the launch of 3G in the country, mobile TV is likely to play a key role in the growth of non-cricket sports in the India. The growth of the Internet via mobile or online is said to be the next television. However, broadband penetration in smaller towns and cities and revenue generation through this medium still remain a challenge.

exchange4media finds out what innovations and ways are being employed by different sports broadcasters to tap the digital medium.

Zee Sports has been reportedly increasing its digital spends at the rate of more than 50 per cent a year over the last one or two years. Ten Sports recently came up with a dedicated site for streaming the India-New Zealand series live, which is said to be the first of its kind in India powered by Vdopia. This apart, NBC Universal Digital Solutions (NBCUDS) had partnered with Ten Sports to launch TenSports.com, a free, cricket-focused multiplatform sports portal. The site had live streaming on the Compaq Cup, a triangular Cricket series between India, New Zealand and Sri Lanka, which was held in September 2009.

Neo Sports, on the other hand, has been extensively using the digital medium, mainly targeted at the non-cricket audience. Neo Sports is a niche brand that focuses on sports like golf, tennis, football and motor sports, the audiences for these sporting events are usually urban and have a high degree of time spent on the Internet. Neo Sports had launched a microsite, ‘Weekend kick off’, which is aimed at football fans in India. ‘Weekend kick off’ is contest driven site, wherein winners get a chance to see their favourite teams play ‘live’ in the country where the match is being played.

Atul Pande, CEO, Zee Sports, explained, “Digital media is fairly significant today, it clearly is a medium that gives us face-time with our viewers in terms of programme information and keeping them engaged in terms of contests, and we are continuously using this medium. Typically, in our Ten Sports website, we are and we would be allowing hand screening and interactive services, and through most of the DTH platforms we are integrating a lot of our interactive services. Though the revenues out of it are miniscule, I believe that in three to five years’ time, digital medium will become a significant part of our revenue as well.”

Pande further said, “Largely when online, we target the young urban professional, who essentially spends 60-90 minutes on the net everyday and is used to deriving a lot of information from the Internet, and the global Indian audience, hence we are targeting the Indian Diaspora. Within Indian context, I would say about 8-10 cities would give us about 90 per cent of our traffic right now, but we expect this traffic to increase as the bandwidth connectivity expands to smaller cities, and this, along with mobile telephony and m-commerce, will become larger. The challenge here, however, is to find revenue generating options, how do we price it on a self-sustaining basis. Our digital spends have been increasing at a rate of more than 50 per cent a year over the last one or two years.”

Abhishek Verma, Head - Marketing and Communications, Neo Sports, observed, “Internet provides high level measurable target, for which we have used the digital medium extensively. Even for cricket we have realised the importance of social media – Facebook, Orkut and even Twitter, wherein we have been updating scores. We are also integrating online media with on-air programming through online comments. The digital medium, I believe, has highly involved critical audience and we are tapping them. Even mobile as a medium has a great future, but right now, it is useful for reminders and contests, etc.”

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Telugu channel Star Maa is launching two new serials in the afternoon slots on May 21- Kante Koothurne Kanali and Shambhavi

CCI in February fined Google $20 million for abusing its position in online web search and also slammed the company for preventing its partners from using competing search services

Bhattacharya was has now set his sights on entrepreneurship with plans to set up something in content and fashion tech space