Reliance-owned JioCinema, which has the live streaming rights for the Tata IPL, hopes to recoup the investment made to acquire it before the next three years, buoyed by ‘record numbers’ of viewers and support from advertisers Yes, a top company official said on Thursday.
After the match between Chennai Super Kings and Rajasthan Royals in Tata IPL 2023 achieved the highest ever concurrent viewership of 2.2 crores on Wednesday, JioCinema is very excited and expects many more records as the tournament is knocked out over 70 matches Let’s move forward in stages.
orange cap Holder IPL 2023: See full list here
The streaming platform has so far roped in 23 sponsors and signed over 100 small advertisers.
This number will increase further as the T20 tournament Viacom18 goes on for almost two months. Play CEO Anil Jayaraj told PTI,
Asked if Reliance will break even or recover investment in IPL as it has given free streaming, he said, “Our original plan to break-even was three years and beyond, but we are doing much better than that.” Have been.”
The business plan was made for a period of five years, he said, adding, “In one year, we are well ahead of that plan.”
Asked if this means the company will reach its target ahead of schedule, Jayaraj said, “Hopefully it will.”
purple cap Holder IPL 2023: See full list here
This season, IPL viewership is competing between TV and digital, with cricket board BCCI selling the broadcast rights for the 2023-27 cycle of IPL for Rs 48,390 crore.
Disney Star bagged television rights for the Indian subcontinent for Rs 23,575 crore and Reliance-backed Viacom18 bagged digital rights for Rs 20,500 crore.
According to Jayaraj, due to its reach, the digital platform is providing flexibility to its advertisers and due to its ability to cater to specific genre of audience, it is also attracting advertisers with smaller budgets.
“Advertisers want wider reach in less time, which digital provides. It also works in a targeted manner (audience selection). Second, there is no limit to the budget as well.
For example, in TV if the advertiser does not have a budget of a few crores, it will not work. But in digital, someone with Rs 50 lakh only has that access to the people concerned, Jayaraj said.
On TV vs live online streaming, Jayaraj said that a large number of people have put their money in digital and this number is increasing.
“This year we will have at least 8-9 times the number of advertisers than TV. There would be very few advertisers, barely three or four, who had decided to invest money only on TV and not digital,” he said. “There has been a dramatic shift from TV advertising to digital advertising.
“IPL will be one of the first few tournaments where digital ad spend will be higher than TV,” he added.
IPL 2023 Mark sheet: Check Team Standings, Team Points, Wins, Losses
“In two or three years, after seeing this year’s results, people will go completely digital,” Jayaraj said.
JioCinema is providing high quality 4K feed with multi-cam and hype mode. Apart from this, it also offers live commentary with a choice of local languages including Bhojpuri, Punjabi, Marathi and Gujarati.
“No Indian should be denied access to a language that is understood by people across the country,” he asserted.
When asked about taking charge from its sponsors, he said that it is not a fixed amount like TV. This cost is based on impressions per million.
“As we’re providing 4K feeds, premium end advertisers are shifting there and a lot of advertisers are also shifting to digital because of the scalability,” he said.
At the end of each match, advertisers receive a report and are paid according to the number of viewers attracted during the ad break.
“The breaks in IPL are very controlled, just 30-40 seconds. The biggest advantage of digital here is that if someone is not viewing an ad during a break, he is not targeted and the advertiser does not pay for that. It’s because we measure,” he said. “It’s very transparent in that way.” This measurement system is working “very well” with large, medium, and small advertisers.
“The real growth is happening behind the top end of the pyramid with 4K and connected TVs,” he said.
Jayaraj is also elated with the record footfall at JioCinema. Talking about Wednesday’s match, he said that the concurrency record has reached 2.23 crore mark.
This was the highest concurrent viewership in the history of IPL. He said that the previous highest concurrency was 1.8 crore.
Jayaraj said, “Our improved technology can cope with a high degree of concurrency – record concurrency, and by the time the finals are done there will be a high degree of concurrency, there will be different records.”
get the latest cricket news, ipl 2023 live score, orange cap And purple cap holder details here
(This story has not been edited by News18 staff and is published from a syndicated news agency feed)