Mumbai: Cricket commentary in India has successfully been a hit among the viewers of the country; however, there is a fair demand in the minds of consumers to watch and listen to content in the language of their Choice.
Chrome Data Analytics & Media, the largest primary research company conducted a detailed research to understand the response of public on the IPL commentary in regional languages and the commoner’s preference of the language.
The Study has strongly advocated the fact that Cricket commentary in regional languages will not only foster the connection with existing viewers, but will also increase the viewership as more and more people would be able to understand, retain and relate to their own language. Commentaries in regional language not only aggravate the excitement among the viewers but also increase the fun and entertainment quotient of the game.
While the IPL cricket commentary is primarily in English, with the increase in its viewership in tier 3 & 4 cities the demand for the commentary in regional languages have grown manifold. Customized regional content, especially cricket commentary can bridge the language barrier between semi-urban dwellers and the sport.
The survey has been carried out in the Indian markets with a sample size of 873 among 64% males and 36% females between an age group of 15 to 55+. In which 26% of the respondents stated Tamil, 23% stated Telugu, 20% stated Kannada as their mother tongue and 83% of the respondents watch IPL
The report revels that Commentary does affect the viewership largely. A large portion of respondents would prefer to watch the match in their regional language and Hindi is the most preferred language for IPL commentary followed by English and Tamil.
When the respondent were asked, if the Language of Commentary influence their preferences towards a content – 76% of Bangalis, 57% of Kannadigas, 72% Malayalees, 64% Telugus and 66% Tamils responded positively.
When they were asked, “If IPL commentary is available in your mother tongue will you listen to it?” – 100% Bengalis and Kannadigas, 67% of Malayalees responded positively.
Moreover, 100% Bengalis and majority of Kannadigas and Malayalees stated that their interest will increase in IPL – if commentary is aired in your regional language.