Digital media to play a key role in building sports brands in India

MUMBAI: While the digital media is growing in India, sports organisations and companies need to use it to make sports and their brands bigger as youth Indians are hooked on to it, according to speakers at the Indian International Sports Summit (IISS).

If sports organisations do not leverage digital media, then sports will have skipped a generation and will not be big in the future. United Breweries deputy president Shekhar Ramamurthy stressed on the fact that sports brands need to think ahead when it comes to using digital media. “The challenge for brands including sporting ones is that they are traditional. They have to find a way though to connect sporting passions with kids through the digital medium to stay relevant. Using the digital medium means going beyond just providing information,” he said. 
Spotrfive Group director Hass Aminian and United Breweries deputy president Shekhar Ramamurthy. The topic was ‘Building brands and repackaging sports for new media formats’.

BBH India managing partner Partha Sinha noted that the digital medium allowed for sporting content to go beyond just the live feed. For instance Shane Warne’s ball of the century to Mike Gatting has got 10 million views online. There is an opportunity for brands to leverage this which is what Nike did with Joga Bonita. "The digital media offers brands more sports content to play with. Abroad BBH works with Lebron James and Sprite. One of the aims is to make optimum use of the digital medium. The advantage is that it offers the chance to create affinity groups," he said.

Zee Sports CEO Atul Pande said Zee Sports is not sure about the monestisation of the digital medium. The fact is that people would rather watch mates on their LCD TV sets than on their mobile phones given a choice. The broadcaster does not know when digitisation will start making money. 
Hungama CEO Neeraj Roy who delivered a keynote said that online video consumption is growing 60 fold and sports is a genre that would benefit. In this regard, a start has been made with the IPL deal with Google.

Sport applications online are growing in places like itunes. The mobile Internet will lead to multiple patterns of content consumption which will benefit sports. 3G could prove to be a tipping point. "Virtual goods buying online could prove to be a solid revenue stream for sports brands like the IPL," said Roy.

There are video capable devices in the market and more will be introduced over the next couple of years, he added.

Latest Reads
Livestreaming App SWOO sees momentum in India; Launches Trivia Format in India

SWOO, a leading global livestreaming platform established in Middle East, today announced the launch of its SWOO TRIVIA SHOW – a celebrity hosted live video streaming game show for Indians. SWOO is a user friendly, engaging and feature-rich live broadcasting app available across Android/ iOS/ Web...

Technology Software Applications
TiVo exits STB business

MUMBAI: TiVo is exiting the manufacturing, sales and distribution of set-top boxes to a yet-undisclosed third party, the company has said.

Technology Hardware Set-top Boxes
IET India IoT Panel joins hands with exhibitions india group for the 3rd edition of IoT india congress

IoT India Congress is India’s Platform of Platforms for the Internet of Things conceptualized by IET India IoT Panel, a think tank constituted by the Institution of Engineering and Technology (IET) India. The 3rd edition of IoT India Congress will be hosted in collaboration with India’s leading...

Technology Software Firmware
Tata Elxsi's Automation suite adopted by pan-European Media and Telecommunications Company

Tata Elxsi, a global design and technology services company, announced the licensing of its integrated test automation and monitoring suite ‘FalconEye’ to a pan-European media and telecommunications company for OTT automation and improving streaming performance.

Technology Software Firmware
Verimatrix recognized for contributions to latin american Pay-TV market with PRODU award win at NAB Show

LAS VEGAS: Verimatrix, a specialist in securing and enhancing revenue for network-connected devices and services, has received the PRODU Award for Best Pay-TV Technology Contribution on behalf of its MultiRights™ OTT solution. MultiRights helps service providers effectively navigate the modern OTT...

Technology Software Firmware
Amagi debuts machine-learning powered content-preparation suite

Amagi, a cloud-based technology provider for media processing, has launched Tornado, a machine learning-based content preparation service that enables TV networks and content owners to scale their operations and accelerate broadcast workflows.

Technology Hardware Components
Sharp and TiVo extend interactive program guide deal to power content Discovery across entertainment devices

MUMBAI: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Sharp Corporation will further utilize TiVo’s G-Guide HTML across Sharp 4K smart TVs and Ultra HD Blu-ray recorders in Japan, TiVo’s G-Guide xD app and remote schedule...

Technology Hardware Components
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories