Star India has revealed a strategy to “reimagine” the Indian Premier League as the biggest show ever. India’s premier sportscaster is aiming to “deeply localize” the IPL content by live broadcast in six regional languages across ten channels.
The aim is to reach A landmark 700 million viewers during IPL – 11.
“The decade-old Indian Premier League is one of the most loved sporting events in the country. At Star we want to re-imagine IPL to give our viewers a never before sporting experience,” said Sanjay Gupta, Star India Managing Director. “By leveraging the combined reach of digital and television media through our ten channels in six different languages, we aim to reach out to 700 million fans across geographies.
“Technological innovation is at the heart of the experience, bringing the stadium home and giving the fans an interactive and immersive viewing experience.”
The channel is aiming for a minimum 33% increase over the 540 million cumulative reach for IPL 10. The 60 games played during April and May this year have registered 130 million views on Hotstar besides reaching out to 410 million television viewers.
“IPL is one of the most loved brands and at Star India, we are constantly thinking about ways to take the fans’ experience of IPL to the next level,” stated a Star India release.
The league will be broadcast in Tamil, Telugu, Kannada and Bengali, English and Hindi languages. Star will also have a premier feed on Star Sports Select with additional inputs.
Hotstar this year will have the advantage of streaming the games live, unlike the five-minute delay in the previous seasons. The OTT service is also working on innovative ways to offer better information and an interactive experience to its viewers.
Technology to power new experience is Star’s other pitch to project the IPL broadcast as bigger and better than ever before. “Technology is at the center of this unique and first of its kind experience that brings the stadium home. This will be enabled through the first time live on digital & TV, check-ins and live scorecard on hand-held phones, thereby taking their engagement with the sport to new heights,” according to a statement released by the broadcaster.
Star India has committed an awe-inspiring INR 16,347.5 crore for the IPL global media rights for the next five years. With a targeted 33% push in the viewership, Star is targeting a minimum of 20% increase in IPL revenues over the previous season. Sony has reportedly netted INR 1,300 crore and Hotstar generated around INR 200 crore for the IPL season 10.