Mumbai: Star Sports, the official television broadcaster of the Indian Premier League (IPL) has added 11 million households during this season and reached a record of 9 out of 10 Pay TV Homes in the country which is a testament to the consumer demand of IPL on TV.
The first 29 matches of IPL 2023, as per the data shared on viewership had surpassed 40 crores and recorded a growth of 24% in TVR compared to the last season. The reach for the first 29 matches was 3.7 crore higher than the reach of the entire IPL 2022 season. There has been an addition to the HD services by adding 2 new HD channels in Tamil and Telugu.
Indiantelevision.com in an email interaction with Gurjeev Singh Kapoor, Head - Distribution and International, Disney Star, where he talks to us about the reach of television, the growth in the South and East,
On this IPL being different with audiences divided between linear TV & Digital, what is the kind of popularity and excitement IPL on TV is generating
Sports is most enjoyed together as a community and TV is the largest aggregator of audiences across mediums and is the preferred mode of Sports Consumption. As per BARC data, Sports viewership on television grew by 11% in 2022, with 758 million viewers watching sports on linear TV. By the very nature of the content (live-action) and viewing experience (quality of audio-visuals), sports is meant to be watched on big screen on Star Sports.
This IPL, the excitement among fans is unprecedented and the viewership of the league has witnessed record-breaking numbers too. 40.9 crore viewers tuned in for the first 29 matches, surpassing the reach of the entire 2022 season. The reach garnered for the live broadcast of the first 29 matches is also 3.7 crores higher than the reach of the entire 2022 edition. The high-octane match between CSK and RCB was watched by an incredible 5.2 crore concurrent viewers on television, the second highest in the history of IPL.
Our marketing campaigns centred around some key markets which have been successful to generate immense buzz around IPL on TV. We signed up Hardik Pandya as our brand ambassador to really drive up the feeling of pride in supporting the Gujarat team. We introduced Gujarati feed last year, and we scaled it up this year, which has contributed to the growth. In UP, we are seeing significant growth as a result of a partnership with Lucknow Super Giants. We are marketing Lucknow Super Giants as a brand and a franchise. We have also signed KL Rahul, who also happens to be their captain, as a brand ambassador with the goal of driving fandom for the franchise and fandom for IPL in that market. Additionally, there’s an exclusive association with Rajasthan Royals and Punjab Kings for new shows ‘Halla Bol’ and ‘Chak De’ too.
On the general opinion that TV is the most proffered mode for consuming live sports. Data also shows that Star Sports has generated record-breaking numbers on penetration in this IPL, can you elaborate on this
The power of TV in India is unparalleled, as it reaches nearly 900 million audiences and 210 million homes, making it a platform that offers a scale not provided by any other medium. Television today remains the largest media platform in India, both in terms of reach, as well as consumer engagement in terms of time spent.
Our aim is to make IPL accessible to as many Indian homes as possible in the most affordable manner and our strategy has helped us grow the penetration of the league this year. We have reached a record of 9 out of 10 Pay TV Homes in the country which is a testament to the consumer demand of IPL on TV.
This year, we have successfully added close to 11 million households on Star Sports and also seen strong growth in the markets of West Bengal, HSM, Odisha, and AP Telangana where there has been a significant incremental uptake (20-30% increase). Additionally, our regionalization efforts for IPL, has been a major draw that has given a huge boost to TV content consumption and led to better subscriptions.
On Star investing heavily in South India, the reason to launch new HD channels now
We recognized the trend of sports fans preferring an enhanced viewing experience on their TV screens, and have been actively promoting HD subscriptions to provide viewers with a more immersive experience.
We have made a commitment to provide our viewers with the best viewing experience by offering 7 out of our 17 sports channels in HD.
With the launch of new regional HD channels like Star Sports 1 Tamil, Star Sports 1 Telugu, Star Sports aims to capture the increasing premium HD audience base in the South India market and fill the gap in HD vehicles for sports viewers in these states. These channels will also have an impact in Karnataka where the content in these two languages is consumed. SS1 English HD continues to reach English-speaking audiences across all of India.
On affiliate relationships and growing the ecosystem, what does it mean?
We are constantly working to strengthen our distribution network and partnerships with our affiliates. We believe in having a collaborative approach with our affiliate partners, co-creating with them to help grow the overall ecosystem and serve compelling content to our viewers. This involves engaging with our DPO associates regularly, understanding their needs and challenges, and coming up with creative solutions to ensure that the demand and supply chain is not impacted.
We work closely with a strong distribution network with over 850 affiliates across the country to ensure the entertainment needs of our viewers are met. Our Star Value Packs include our sports channels to ensure easy accessibility of the mega tournament. By investing in our affiliate relationships, we have successfully expanded our reach. Our unwavering commitment to both strengthening partnerships with our affiliates and delivering enhanced viewing experiences for our viewers is paramount.
Data shows that Star Sports has generated record-breaking numbers on penetration this IPL, and this can be attributed to our deep-rooted understanding and relationship with our affiliates.
On the IPL this season we are seeing huge innovations on linear TV. What were the reasons to do it on Tata Play & Airtel Digital?
Innovations in broadcasting have been an integral part of Star Sports' strategy to enhance the viewing experience for our audience. This season, we have introduced several new interactive features on linear TV to make the IPL viewing experience more immersive and engaging. One of the reasons we collaborated with Tata Play and Airtel Digital TV was to leverage their advanced technology platforms and enable the delivery of these new features to viewers.
Our curated range of interactive features is available to Star Sports subscribers on Airtel Digital TV (Star Sports VIP available on the 'red button' on the remote) and Tata Play (Star Sports PRO available on the 'Side button' on the remote). The service includes real-time/instant highlights, key moments, and comprehensive statistics. Instant highlights showcase updated clips after every few overs, while key moments showcase clips ranging from 1 to 3 minutes in duration.
The Stats Feed, powered by ESPN Cricinfo, allows fans to access statistical data and stay engaged during the course of the match. All these features are being provided on a complimentary basis to viewers.
These innovations not only enhance the viewing experience for the audience but also create new opportunities for us to engage with our affiliate partners and co-create solutions that benefit all stakeholders.
On HD growing exponentially as compared to SD when it comes to sports
The popularity of HD TV homes in India has been on the rise, with 75 million HD homes as per BARC. According to them, this growth has been doubling every 2 years over the period of 2020-2022, driven by urban audiences. Over the years, there has been a significant shift towards high-definition (HD) content, especially in the sports genre.
The benefits of HD viewing are numerous, with features like a wider picture, 5 times sharper picture, and 5.1 Dolby surround sound making it a stadium-like experience at home. Consumers who prefer precision and detail along with a captivating experience are drawn to HD subscriptions. Our offerings of both SD and HD versions of Star Sports 1 at the same price of Rs. 19 have been well-received, with HD subscriptions showing strong growth during this Tata IPL season. HD consumption is at its highest with 6.6 crores reach which is 3X compared to the previous year, for the first 29 days of IPL.
