IPL 2023: Anil Jayaraj, CEO of Viacom18 Sports, revealed that Jio Cinema will stream the prestigious T20 tournament live across mobile phone and laptop screens for totally free despite the growing interest in the Indian Premier League (IPL) on social platforms.
IPL 202 to stream in 12 languages
Jayaraj further stated that there will be “16 feeds across 12 languages” in order to reach an unparalleled level of audience and spread the IPL throughout the entire nation. The purpose was to bring the IPL closer to the hearts, minds, and consciences of the fans by making it more of a “regional” sport for them.
However, Jayaraj told in an interview that there will be “tech innovations” for the product. There were no further details provided regarding the same or how Viacom18 wished to carry out their plan on such a massive scale without trying to seek instant profits on a contract they managed to win last year.
He said that the free stream has increased advertising interest in the sector, particularly from the FMCG, car, and beverage industries. There are certain benefits to be gained from this increase, as Jayaraj highlighted, since the attention spans drawn by digital material are steadily eclipsing those of television.
What did the Viacom18 CEO say on IPL?
He stated, “We will be doing 16 feeds across 12 languages,” Jayaraj told indiantelevision.com. “And we will provide unique experiences like multicam. Advertisers love it for similar reasons but different parameters. The scale that digital offers means that IPL will be bigger on digital than TV.”
He continued further and said, “Advertisers also love digital in general because you can choose which audience that you want to target. You can target someone in Chennai who speaks a certain language and who is of a certain age group and has a certain level of affluence. You can also measure and have a call to action. That is the reason why digital advertising has been growing quite fast.”
The aim of IPL matches being available for free streaming in different languages, according to Jayaraj, is to attract a larger audience and eventually become the “biggest aggregator of the audience ever seen.” The notion is expected to have an impact on IPL 2023. He stated that the free viewing experience will be assessed after one season of their contract.
For a staggering INR 23,758 crores, the BCCI gave Viacom18 the digital streaming rights for the IPL’s upcoming five-year cycle, which runs from 2023 to 2027.
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