Television

Ten Sports nets Rs 1.45 billion in ad revenues from Indo-Pak series

When it comes to cricket there is only one way ad revenues can go, that is up. And if India is hammering the opposition, particularly of the Pakistani variety as was witnessed in the just concluded ODI series, that‘s just icing on the cake.

And so it has proved for Pakistan cricket telecast rights holder Ten Sports.

Information available with Indiantelevision.com indicates that Ten Sports, which aired the recently concluded India Pakistan series, managed to net around Rs 1.45 billion for the current series. This is a roughly 21 per cent increase over revenues collected from the landmark India-Pakistan series of 2004 when Ten made around Rs 1.2 billion.

Big Money Deals: If one sets comparative benchmarks in terms of the recent deals done on cricket telecast, Pepsi, Hero Honda as co-sponsors for the ODI series would have forked out between Rs 80-100 million each. As associate sponsors Maruti, Hutch, HLL would have forked around Rs 75 million each. Sify.com would have paid around Rs 10 million to be associated with the Dartfish package.

On the distribution front, Ten Sports was able to increase penetration as it added 800 operators into the system. Whatever increases were got in the subscriber base was through new connections. Sources spoken to maintain that there were no increases in declarations from the existing operators like Siticable, Hathway and Incablenet. Prior to the series, declared connectivity stood at 4 million.

After the series, the Set-Discovery One Alliance took that figure to around 5 million. Ten Sports is expected to have mopped up around Rs 200 million in terms of additional distribution income from this series.

Since the announcement that DD would not carry live coverage of the test matches came just a few days before the start of the series, the channel could not switch off the existing cable operators who carry it and ask for more declarations. As per Trai regulations a one month switch off period is needed.

What gains were made happened in the micro interiors and small towns. Many rural networks did deals only for Ten Sports which ranged from a three month period (quarterly) to a year. They had a choice of either three channels or the entire second bouquet. Ten Sports is the driver channel in the SET-Discovery One Alliance second bouquet which is priced at Rs 44 per subscriber a month.

Ten Sports is said to be targeting a 10-15 per cent growth in distribution on an event to event basis. In terms of events, in addition to cricket, it is also counting on the French Open to help in this regard. Of course its bread and butter property is World Wrestling Entertainment which sees viewers tuning in week in and week out.

The big question then of course is, to what extent was Ten Sports negatively impacted by the "must share clause" that the government recently introduced? As a result of this (and after much petitioning before the Supreme Court), Ten Sports was forced to share its telecast feed with the national broadcaster.

To mitigate its losses, the apex court did offer some relief to the Dubai-based broadcaster that was in two parts. Firstly, DD had to pay Rs 150 million to Ten Sports as compensation. The court further decreed that DD must carry the "dirty" Ten Sports feed. What this meant in effect was that it was the Ten Sports logo and signal (ads and all) that was carried in toto on the national network.

Industry sources maintain that in a best case scenario, if Ten Sports had exclusivity (and enough lead time to sew up distribution deals with cable operators), it would have gained a further $6-7 million (Rs 270-315 million) in a year on a sustained subscriber basis.

Therefore, the shortfall for Ten on the distribution side (after factoring in the payout of Rs 150 million by DD) was Rs 165 million.

Upside on ad sales: There was a big upside though, and that was in advertising sales. According to what advertising industry sources have told Indiantelevision.com, total revenues the channel extracted from the five ODIs (shared feed) was 15 per cent more than what it would have achieved had there been exclusivity. The sources note that it is important to keep in mind the fact that not only did DD pay Ten Sports Rs 150 million to carry the feed but it could not put in any ad insertions, not even for Fourth Umpire. Planners say that Ten Sports benefited from DD also carrying dirty feed of ODIs despite the fact that a lot of the deals had been done last year on the exclusivity understanding.

Most advertisers did deals before the mandatory sharing was announced. So for them it was a brilliant ROI that DD also aired the ODIs. It gave them reach in areas where Ten Sports may not have been present at no extra cost.

At the same time, clients that had not done deals earlier would have paid a premium for spots i.e. around 30 per cent more. Ten Sports sold anywhere between Rs 350,000 to 450,000 for a 10 second spot on the ODIs depending on the day, consumption and the client. Extending that logic therefore, for the test series too if DD had carried the dirty feed Ten Sports would have made 15 per cent extra.

To conclude, despite the lack of exclusivity, the Indo-Pakistan series has given Ten Sports significant ramp-ups on the ad sales side and a moderate rise on the distribution front. Add the court-decreed Rs 150 million that has gone into its coffers and the income picture only gets brighter.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/29/Animation_0.jpg?itok=bZv9Tzyd
India among A-PAC leaders as animation software market expands at 16% CAGR

MUMBAI: A-PAC is a swiftly growing segment in the animation design software market, with countries such as China, India, and Japan leading this growth. The rising interest toward 3D animations among the younger demographics is boosting the demand from the market, says Technavio. Analysts forecast...

Television TV Shows Animation
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/29/teleshopping1.jpg?itok=9cV73p_J
India teleshopping market may expand at 17% CAGR

MUMBAI: Teleshopping market in India is projected to expand at a CAGR of 17.20% during 2016-2021. Research and Markets, a research firm, has announced the addition of the "India Teleshopping Market" report to their offering. In the study of the competitive landscape in India, the research firm...

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/29/SONYSIX-ZEETELUGU.jpg?itok=dU91cqG9
IPL 10 doesn't guarantee Sony SIX 'Top 10' seat, Zee Telugu enters across genres' list again

MUMBAI: Sony Max continued its dominance over the viewership ratings in week 16, according to Broadcast Audience Research Council of India (BARC) data Top 10 Channels *Across Genre: All India (U+R) : 2+ Individuals. Zee Telugu returned to the top 10 channels across genres list after a week's hiatus...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/super-bheem.jpg?itok=oc5Hax4q
Super Bheem's super surprise this Sunday on Pogo

MUMBAI: Super Bheem, a weekly TV series on Pogo, is coming with a twist for the kids this Sunday, 30 April, 2017. Pogo and Green Gold Animation wanted to keep the time of the telecast a secret for the kids to create a surprise for them.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/sony-belive.jpg?itok=QgFD978O
Goodwill impairment at Pictures segment impairs Sony's income

Sony Corporation (Sony) reported a 1.9 percent or ¥5.5 billion decline in consolidated operating income for the fiscal ended 31 March 2017 (FY-17, current year) as compared to FY-16. The company says that this was mainly due to the US$962 million (¥112.1 billion yen) impairment charge of goodwill...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/india.jpg?itok=BVH0jZ-h
News: India TV climbs & ABP slips in two categories

Despite a general fall in ratings across the news genre, Times Now continued to be the leader in the English news genre and CNBC TV maintained the top slot in the English business news genre.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/Maiboli_0.jpg?itok=n5NwDbue
Maiboli to premiere 'Shortcut' on 30 April

MUMBAI: SABGROUP’s Marathi channel Maiboli is set to entertain the audience with the broadcast of the Marathi Blockbuster ‘Shortcut –Disto pan Nasto’a moviefeaturing for the first time on the small screen. “Maiboli”, a regional Marathi language channel, showcases the Marathi culture and heritage....

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/Arnab-Story.jpg?itok=xgPxn_Ls
Of Arnab's Republic, nationalism, need for opinionated media & 'outdated' BBC

NEW DELHI: Priyanka Chopra may have melted under stringent scrutiny of people on Reddit, but Arnab Goswami is made of sterner stuff. Not only he answered tricky questions --- criticism later notwithstanding about his biases --- but was unsparingly scathing on people and issues he thought did not...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/27/sab-tv-dil.jpg?itok=7R5sqUHH
GEC leaders retain respective positions with drop in ratings

Viewership ratings in GEC seemed to seeing a slow yet continuous drop week after week. Although all the leaders in the respective genres retained their positions, they witnessed a further drop in the ratings as compared to previous BARC week. Ditto was the case with other GEC channels in urban as...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories