Television

ESPNcricinfo's 80% consumption from mobile devices

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MUMBAI: For 25 years, Indian viewers have grown fond of the name ESPN. ESPNcricinfo completed its silver jubilee in India and launched its annual ritual of creating a new dish - this time the Googly Gujiya.

India’s favourite festive snack, gujiya, has been re-imagined by Zorawar Kalra’s Massive Restaurants as a celebration of cricket fandom and the sense of auspiciousness and euphoria that grips hundreds of millions of Indians each season. The new imagining of the Indian favourite also reflects a shared philosophy of ESPN India and Zorawar Kalra - accentuating the local while embracing the global.

ESPN VP and head India and South Asia Ramesh Kumar said, “In the last two to three years we have seen a huge audience coming online and consuming content on ESPNcricinfo. Almost 80 per cent of the consumption happens on mobile platform. Indian cricket and live cricket is the primary driver of ESPNcricinfo."

Commenting on the occasion, EMEA, VP and general manager South Asia & Australia/New Zealand Charles Classen said, “At ESPN, we celebrate sport. We understand that sports, and the passions of fans, are acutely local and powerfully global. The fervour for cricket in India is unique to the nation. Yet, there are also enormously passionate followers of global sport, from Manchester United to Roger Federer and LeBron James. To truly serve fans, you must be both local and global. That’s what differentiates ESPN and helps us connect with the sport fans at all levels. Googly Gujiya reflects that same balance of local and global.”

When asked about the FIFA WC 2018 on ESPN, Kumar said, “ESPN has a huge presence in Russia and with FIFA World Cup 2018 Russia is just around the corner, we are planning a huge coverage. We at ESPNcricinfo after 25 years are in the continuous process of evolution in terms of pushing the envelope and how we present our content to the audience.”

Kumar also pointed that, in terms of ad revenue, ESPNcricinfo grew by 35 per cent in 2017.

“Our global expertise, technology, innovation-led approach and understanding of sports fans globally helps us create the best possible experience for fans locally, on whatever device or screen they use. As we celebrate the cricket season and the silver anniversary of ESPNcricinfo, we wanted to find a creative way for that to come alive off screen as well. We are excited about introducing ‘Googly Gujiya’, a unique Indian festive snack with a contemporary twist. We are proud to partner with Massive Restaurants, known for their unique Indian dishes with international accents and for their innovative stints in the food and hospitality industry,” Kumar added.

Speaking on the collaboration, Massive Restaurants founder and managing director Zorawar Kalra said, “Massive Restaurants is pleased to collaborate with ESPN for this initiative. We wanted to create a dish that is Indian at heart but has a global appeal, something that represents Indian tradition but with a contemporary twist. Gujiya is an Indian snack that is notable across all cultures and made during festivals and celebratory occasions. We have reinvented the traditional gujiya by making it savoury and used ingredients that are loved internationally. We are very excited to watch the entire sports fraternity, fans and food fanatics enjoy our 'Googly Gujiyas' while cheering for their favourite team, celebrating victories and having a good time in general."

The evolution of gujiya also reflects how the sport of cricket has evolved in 25 years since ESPNcricinfo first established its leadership in covering the sport. The advent of the IPL, Australia’s Big Bash, England’s Vitality T20 Blast and other domestic competitions, mixed with the growth of the international calendar, is a testimony to the evolving landscape. Players are now crisscrossing the world to play for teams at home and abroad. These changing dynamics of cricket seeded the idea of starting a new tradition in a country that is so passionate about the game.

ESPNcricinfo web and app curates the most relevant content for fans across all geographies based on their unique needs and interests.

Apart from the 10 international editions catering to all major cricket playing countries, users can also use the personalise feature to receive latest news and scores of their favourite team right at the top. This ensures that all fans irrespective of their location receive the most appealing content on the site and on the app.

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