We Are Making IPL More Democratic By Increasing The Number Of Participating Brands: Sanjay Gupta, MD Star India
Our real focus is on getting 700 million fans, revenues will come but the focus on revenues will happen after first year, says Sanjay Gupta, MD Star India
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The upcoming IPL 2018 is set to witness the confluence of technology, consumer insights, and experience in cricket coverage with a reimagined approach. According to Star India and BCCI, this strategy will not only benefit the fans but also the brands associated with this big-ticket sporting platform.
Speaking about the re-imagined approach that Star India has for the big ticket platform for the next five years, Gupta stated, “Though people follow IPL, but language has been a big barrier. People this time are very excited about the fact that we are coming in so many languages. Our real focus is on getting 700 million fans, revenues will come but the focus on revenues will happen after the first year. This is the biggest investment we are making in terms of technology and build IPL to the next level. This will also be one of the first few leagues in the world to bring live virtual reality from the stadium to our homes. This re-imagination is not limited to what we do on TV but this year even Hotstar will go from solo to social with technology drive the fan experience.”
As part of this re-imagined approach Star India will broadcast live matches in six different languages with an aim to target 700 million viewers across TV and Digital.
“For brands we are making this platform more democratic by making it available to a larger number of brands because what IPL also needs is more brands to participate. Today it is very limited. Only 30 to 50 brands participate, can we open it and make more brands to participate? Because that will pave way for future monetization. We are confident that the VIVO IPL 2018, as reimagined by Star India, will empower viewers, advertisers and the media and entertainment ecosystem of India with greater convenience and viewing pleasure, audience deliveries and all-round growth” added Gupta.
Explaining how BCCI has transformed IPL from a radical new idea into India’s biggest sporting phenomenon, Rahul Johri, CEO, BCCI said, “In Star India we have a partner that not only believes in the immense potential of IPL, but also believes in pushing the boundaries of sports broadcasting which gives it the power and ability to take the IPL to even greater heights.”
Johri also hinted at opening IPL fun parks at international destinations as part of the policy to take this sporting platform to global audiences.