• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
Thursday, July 7, 2022
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Exclusive

EDITORIAL: IPL media rights bidding war raises questions on feasibility, could spur digital ecosystem  

Broadcast rights are at Rs. Rs.57 cr per match and digital at Rs.48 cr per match, with bidding set to continue Monday.  

by Editorial
June 13, 2022
in Exclusive, Featured
Reading Time: 2 mins read
IPL opening week ratings drops by 33%, disadvantage for BCCI amidst media right auction
Share Share ShareShare

Reliable sources within the bidding echelons of the Indian Premier League are revealing information at regular intervals to keep the public at large updated on the goings on within the e-bidding process that is currently underway.

BCCI officials too are fanning the fires via news wires.

Lalit Modi, seen as a founder of the tournament that today claims to be taking on the Premier League in terms of scale, is making his own projections from wherever he is. The projections are indeed dizzying.

The combined per match value of Rs.54.5 crore for broadcast and digital rights for the 2018-2022 period, was a steep climb that Disney Star is credited with. From Rs.8,200 crore for which Sony Pictures Network bagged broadcast rights in 2008-2017, Disney Star doubled the stakes to Rs.16,348 crore for broadcast and digital combined.

Disney Star made the investment count. We have seen startup and established brands invest in TV advertising on IPL that has delivered reach like nothing else. On digital, an Elara Capital report states that 70pc of Disney Star’s AVOD revenue is IPL-led. 

The current numbers in the bidding war are reported to be at Rs.43,050 crore (broadcast and digital combined), at Rs.57 cr per match for broadcast and digital at Rs.48 cr per match. This is at the end of day one of the process, with bidding set to continue Monday.

To put things in context, the base price set by the BCCI was Rs.49 cr per match for broadcast and Rs.33 cr per match for digital.

With the drop in audience numbers in the 2022 edition, there are question marks on the cost per TV spot that will be viable. At the current subscription cost numbers, it is also unclear how the digital media rights holders will be able to justify the returns.

A lot of the startup valuations that have plummeted after initial fanfare are attributed to misreading or over-projecting the size of the addressable market. The IPL media rights could be another such case, except that there is a lot of uncertainty about what the Indian consumer might pay. Disney+ Hotstar showed us that the Indian consumer will pay to watch cricket on a device in his/her pocket. The question is, how much? The truth is, the consumer is still evolving and opening up one OTT show at a time.

While an old-school advertiser may not be sure of the RoI on a Rs.50 lakh 10-second spot (exceptions include those in investment mode backed by infinite funding), millions of subscribers may be willing to pay an additional Rs.100 each to watch their daily dose of cricket. 

The digital rights at the current numbers may make sense for a new player to establish dominance, while seeing the media rights fee as an investment in the future. 

Tags: BCCIDisney+ HotstarIPLIPL Media Rights.Lalit ModiOTTStar India

Related Posts

Flipkart conveys ease of shopping and trust with its new campaign featuring Alia Bhatt
Brand Stories

Flipkart conveys ease of shopping and trust with its new campaign featuring Alia Bhatt

by Editorial
July 7, 2022
0

Bengaluru: Flipkart, India’s homegrown e-commerce marketplace, unveiled its promise of ‘Super products at super prices with super speed’. To communicate...

Read more
Amazon encourages independent music artists with the launch of Alexa Originals
Featured

Amazon encourages independent music artists with the launch of Alexa Originals

by Editorial
July 7, 2022
0

Bangalore: Amazon today announced the launch of Alexa Originals, an exclusive selection of fresh songs by four independent artists from...

Read more
TDS on influencer freebies: Move recognises creator economy, enforceability in question

TDS on influencer freebies: Move recognises creator economy, enforceability in question

July 5, 2022
Axis My India

57% Indians consider the brand’s reputation while making a purchase: Axis My India CSI Survey

July 4, 2022
Sandeep Kuriakos

How to enhance your online campaign, cut ad spends and hit the ball out of the park!

July 4, 2022
Has the edtech bubble burst?

Has the edtech bubble burst?

July 4, 2022
Weekend Rewind: #SudhirChaudhary, Eknath Shinde, Stranger Things, Amber Heard

Weekend Rewind: #SudhirChaudhary, Eknath Shinde, Stranger Things, Amber Heard

July 2, 2022
Dalbir Singh: Sikh Park’s Creative Spark  

Dalbir Singh: Sikh Park’s Creative Spark

July 2, 2022

Subscribe to Newsletters

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 194B , Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai - 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column

Medianews4u.com © 2019 - 2022 All rights reserved.