Television

60 crore ad revenue, 36% viewership hike: Pro Kabaddi League a hat-trick of success

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/03/04/Hot_Star_Logo_with_Black_Bg.jpg?itok=J341yH4Y

MUMBAI: The third season did not make fans wait for the too long a period of a year. After a gap of merely a few months Star Sports Pro Kabaddi league was back in action. The mats were the same and there was no change in the number of teams or formats. The only change was the sport had become popular and the tournament had to deal with the burden of expectation. 

"Star India is a champion when it comes to dealing with expectations" says a franchisee owner on condition of anonymity. He further adds, "Many media people will tell you about the marketing and packaging, but the distribution push that they have given has done a world of good for the sport. Only Star Sports would have got them 40 per cent of the reach they have got. Star Gold and other channels is what has done the trick." 

The broadcaster has roped in six associate sponsors for season 3 in Bajaj, TVS, Flipkart, State Bank of India, Gionee and Idea, while Fair & Lovely, Nissin and Mountain Dew are associated as partners. "The ad revenue generated this time would easily count to Rs 60 crore, which is a twenty per cent growth compared to the last edition. This signifies the smart way of monetising that Star has adopted" asserts a media sports media planning expert.

The broadcaster did not sell the title sponsor slot as that takes away majority of the inventory, and instead decided to keep it to itself. "The biggest reason why it’s successful is because the broadcaster is the primary owner and the selling is packaged. The brands get the ROI by having presence both on ground and on television, hence they show immense interest." opines a senior media planning expert.

The 20 per cent hike in revenue is well complemented by a 36 per cent rise in viewership.  While viewership at All India Urban level increased by 36 per cent from 54.5 TVMs in season 2 to 74 TVMs in season 3, Rural India also joined the Star Sports Pro Kabaddi fan bandwagon, delivering a staggering 135 TVMs according to the BARC CS4+ Rural for its first week in season 3. 

On the rise of viewership Star India CEO Uday Shankar had said in a media statement, "No other sport has grown so fast and gained such wide and deep following with fans across urban and rural India, across audience segments – men, women and kids and across screens (television and digital). The sport has truly become a unifier in its appeal, second only to cricket. This brings us a great sense of pride and is a reflection of our commitment to promote a multi-sports-culture in India.”

The moment the twice a year concept was unveiled, critics started prophesising, possibilities of fatigue were magnified, and the quality of matches was questioned. "The seasons so far have answered all those questions, I believe" says Mashal Sports director Charu Sharma. He further adds, "The debate of exploitation does not exist in the case of Kabaddi because we are not there for a good 40 weeks time. The nature of the game is such that we need to be there twice at least for our fans."

The organisers are also toying with the idea of roping in more teams to make it a 12 team format. The new franchises will certainly be sold at a higher price when compared to the first set of buyers. "The game is now established and evolved, but all this will at least take more than a year. The plan is to make it a longer running tournament and then we might have a once a year outing" adds Sharma.

Defending champion, U-Mumba is again in the semis and this makes a 100 per cent success ratio for the team. For all the three, seasons U-Mamba has managed to reach the semis which twice before they have won to qualify for the finals. "They are a formidable force with quality players in the team. The way it is managed, Ronnie and his team also plays a vital role behind their progress. I am happy with the fact that Bengal has made it to the semis, Earlier, Bengal was lacking when it comes to Kabaddi and this is a success of the tournament that new teams are reaching the knockouts" explains Sharma.

"There has been no evidence of fatigue and the wear and tear that are common in any sport and to reach the final stages takes hard work. We had a great season and now we are looking ahead towards the semis," says UMumba CEO Supratik Sen 

Now steps taken by the franchises will determine the next level of success for the league.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/23/English-news-genre.jpg?itok=ovZXVnHY
English news genre grows only 10% in Chrome week 20

MUMBAI: In week 20, the English movies emerged as the number one genre in six metros with a growth of 34.4 per cent opportunity to see (OTS), according to market researcher Chrome Data Analytics. Movies Now led the section with 48.8 per cent OTS.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/23/Prabal-Pratap-Singh.jpg?itok=fzU1zkDA
Programming revamp benefitted News18 India, says editorial head

MUMBAI: Hindi news channel News18 India, which undertook a revamp of its programming strategy few months back focusing on exclusive reports largely based on sting ops, has claimed that the plan is working as its ratings and viewership have increased.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/23/pro-kabaddi.jpg?itok=6qEFFF8S
Top notch Pro Kabaddi League auction commences; top player bid Rs 93 lakh

MUMBAI: India’s second most watched sports league – Pro Kabaddi League (PKL) – has begun the countdown to its fifth season. With Vivo fixed as the title sponsor for the next five seasons, the player auction got underway on 22 May and will end on 23 May. The 12 teams began bidding for players...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/22/modi.jpg?itok=ESOxR2va
Mann ki Baat gains popularity among NRIs, CMs to emulate idea

Even as the 32nd instalment of ‘Mann Ki Baat’ by Prime Minister Narendra Modi is slated for next Sunday, it is being emulated soon by some Chief Ministers who are commencing similar broadcasts.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/22/sajan_0.jpg?itok=iT_PurNQ
New series on Sony Sab on how one innocuous lie can lead to trouble

A new series on Sony Sab. Sajjan Re Phir Jhooth Mat Bolo is a story of how an innocuous lie leads to a mountain of lies as the protagonist cannot risk telling the truth for the fear of losing his love.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/22/promax_0.jpg?itok=T5Qr4GAY
MTV gets 10 of the total haul of 18 PromaxBDA awards by Viacom18

Viacom 18 Media has bagged 18 awards across categories at the recently concluded PromaxBDA India 2017 Awards, all the awards going to those conceptualized and produced in-house.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/22/vh1.jpg?itok=tDZt_-aC
Vh1 partners with Vivo brings the 2017 Billboard awards to India

Vh1 is all set to air the much-awaited 2017 Billboard Music Awards presented by Vivo Camera & Music.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/22/aditya.jpg?itok=PfNLpQYt
Epic to reposition as an infotainment channel; Sehwag show announced

It’s making an epic shift. Epic TV which saw the departure of its CEO Mahesh Samat for Disney last year, is now positioning itself as an infotainment channel, broadening its programming from just mythology and history and adding a wide array of original content across various genres.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/22/zee-hindustan.jpg?itok=EBP_lypk
Zee group launches news channel Zee Hindustan

MUMBAI: Another news channel has joined the 800-odd currently beaming into Indian homes. And it is coming courtesy the Subhash Chandra headed Zee group. Called Zee Hindustan, it was launched on 20 May, with an intent to “ bring to fore the voice of the common man, from Kashmir to Kanyakumari.”

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories