Sony Pictures Networks India’s (SPNI) video streaming platform SonyLIV has launched a subscription pack for live sports without any delay.
The Super Sports pack is priced at Rs 199 for six months. The launch of the pack coincides with the FIFA World Cup 2018. Apart from FIFA World Cup, the subscribers of Super Sports pack will also get access to Cricket events including upcoming India vs England series.
For non-subscribers, the live stream will be available with a 5-minute delay as is the norm.
Recently, Star India’s video streaming platform Hotstar had launched live sports pack priced Rs 299 a year. The plan offers access to sporting events without any delay.
The Indian sports broadcasting landscape is dominated by Star and Sony.
“We have launched a sports subscription pack for Rs. 199. Subscribers will get to see matches live for the FIFA World Cup and also for other sports events like the cricket series between India and England and India and Australia this year. For non-subscribers, there will be a five-minute delay,” SPNI EVP, head digital business Uday Sodhi.
Sodhi expects 40 million people to consume the FIFA World Cup on SonyLIV. “Some matches are early in the evening and at that time people are travelling. So they will consume the content on the mobile.”
He also expects late night matches to be viewed on the mobile. At the same time, he noted that there are no benchmarks in terms of digital viewership for this event as there was no 4G four years back and the smartphone penetration was much less than what it is today.
On the ad front, he noted that 70% of inventory has been sold. “We have got 12 clients like Cadbury’s, Uber, Apple, Swiggy, and Carlsberg. Client signups have been very good. What will happen is that towards the end of the tournament some advertisers will want to come in and they will not mind paying a premium to have a presence from the quarterfinals onwards. I am not sure how much inventory will left though.”
He noted that the aim is to build on the relationship with clients and get them involved in other events as well like the India versus England series which starts early next month. The aim is to do something extra and build client relationships.
Apart from sports, SonyLIV is also making a push towards original content in regional languages Tamil and Telugu. It already has original content in Marathi and Gujarati.