Strategy breaks during IPL open more opportunities for clients

IPL2 has introduced strategy breaks after every 10 overs, which last for seven and a half minutes, and has sparked debate among the IPL players and BCCI over creating distraction among viewers. But will these breaks really lead to losing viewership? exchange4media finds out.

e4m by Robin Thomas
Updated: Apr 29, 2009 8:36 AM
Strategy breaks during IPL open more opportunities for clients

‘Strategy breaks’ have been introduced in the Season 2 of the Indian Premier League (IPL) after every 10 overs that last for seven and a half minutes. This new concept or innovation in the tournament has already sparked debate on losing out on viewership. exchange4media finds out from a few media planners whether these fears are real or unfounded.

Rajneesh Chaturvedi, National Director, MEC Access, observed, “I believe ‘strategy breaks’ allow more options for a larger number of clients be associated with cricket as the sport is very big in the country. The chances are definitely high for viewers to switch channels, nevertheless this is just introductory and will take some time for viewers to get used to this innovation.”

According to Nikhil Rangnekar, Executive Director, India – West, Starcom Worldwide, “Strategy breaks are more or less a matter of concern for advertisers as viewers tend to get distracted, unless the airtime is sold at a lower rate.”

When contacted, Rohit Gupta, President, Multi Screen Media, the company that runs SET Max, Sony TV, and Sony Pix, among other channels, said that the concept of ‘strategy breaks’ was something new that the IPL was trying and he called it good. “There have been no changes in our ad rates and there are no concerns of viewer distraction, whatsoever,” he stressed.

Only the ratings would reveal how much of an impact these ‘strategy breaks’ have had on the viewers and the advertisers, nevertheless this initiative is seen as opening new doors for more clients to come on board.

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