Television

"With IPL you have the power of 10"

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2015/11/11/Untitled-1_7.jpg?itok=JlKHEd70

It's the festival of lights. And for many the festival of noise courtesy exploding fireworks. In the hope of reducing the number of those belonging to the latter tribe, we, at indiantelevision.com, decided to put a display of firecracker articles for visitors this Diwali. We have had many top journalists reporting, analysing, over the many years of indiantelevision.com's existence. The articles we are presenting are representative of some of the best writing on the business of cable and satellite television and media for which we have gained renown. Read on to get a flavour and taste of indiantelevision.com over the years from some of its finest writers. And have a happy and safe Diwali!



Written By Thomas Abraham

Posted on 28 April 2008

The Indian Premier League (IPL) has got off to a solid start. The ratings have been positive and crowds have thronged the stadiums. For Sony the IPL marks their return to cricket. Set India CEO Kunal Dasgupta offers Thomas Abraham and Ashwin Pinto his views on what he expects IPL to do for the game, telecast channel Max, as well as the importance of sustaining the brand. Excerpts:

As a broadcaster what do you expect?

T20 is a made for television format. When India played a T20 match against Australia at the Wankhede stadium, ratings touched 20. I am looking for a rating of 4 or 5, which is possible, given that ICL, which has retired players, got 2.5. This is a good base for us to take off from.

The format will mean that besides country against country, one will also view it as being team versus team. This is what exists in other sports like soccer, hockey, and baseball.

IPL is being pushed as being the ultimate in reality television. In that case how do you get that competitive environment?

The prize money (Rs 48 million goes to the winner) will ensure this. This is much more than you get for playing for the country and so the players will go all out. The matches will be hard fought. Here all the teams are evenly balanced and so you do not know the result. It will be unpredictable and matches will go down the wire. All teams have a good mix of batsmen, bowlers and youth.

What are you hoping for in the first year as the telecast partner?

Ideally I would want the IPL to be a successful brand that has a long term play. After June, I will continue to do promotions to keep the team brands alive. This was one of the conditions on which we bid.

We will do shows around the IPL. You could see teams (franchises) practicing and discussing strategies for the next season.

'The trick for us is not getting ratings for the first season. The challenge is to sustain the excitement after that'



 

But wouldn't an ideal situation be for a franchise to build a brand without the big names who might be on national duty?

This might happen. Apart from April-May, you cannot have another period where all the stars are available. What will happen is that once the league is built the new players who are playing will become the core. You can then have matches in different parts of the world to popularise the game there using these new players.

The trick for us is not getting ratings for the first season. This will happen as a matter of course because of the way the IPL has been hyped. The challenge is to sustain the excitement after that and it is here where we will have to take a leaf out of the book of the EPL. Teams have marketed themselves and have thus become iconic brands.

So Mallya for instance, will use the Royal Challenger brand name to go out there and create opportunities for exhibition matches. They can do charity work in Bangalore and build a fan base. Each franchise will have its own website where clips will be available. They can create merchandise.

Sony will pitch in through magazine shows. Otherwise it will just be a flash in the pan. As we come closer to the next season you will see transfers and there will be speculation.

New heroes will be born. It is possible that the likes of current heroes like Glenn McGrath, Kumble, and Saurav will not play beyond two seasons. Once that happens, then the brand will live outside the big names.

One of the aims is to broaden the viewer base is to get in more children, women, But for that you have to create marketing that speaks to those demographics. What is Sony planning?

One of the major attractions will be the presence of big Bollywood stars. Akshay Kumar will perform for Delhi. SRK will perform for Kolkata You will see proper Bollywood entertainment.

We have even tweaked the timings of some of the matches to accommodate our entertainment specials. One match was supposed to start at 4 pm but we have pushed it back to 5:30 pm. We will even have stand up comedy for Extraaa Innings. On air we have gone in for fresh faces. We did not want Mandira (Bedi) for this. She is more suited for ODI cricket. I want 20-year-olds in T20. We also did not want Kapil Dev, Gavaskar. We wanted anchors who represent today's kids. With the ICC World Cup we broke the mould and brought in females. Now we are breaking the mould back

What is the distribution upside from IPL?

This is a question mark. We are supposed to have a dip but we will retain the same level. There is no minimum guarantee now. Had Ten Sports still been present it would have been difficult to determine the value of IPL. Our team is happy as they are closing deals for the year and it is one of the distribution cornerstones.

At $ 59 million in Year 1 and an average of $ 61 million over five years, IPL was literally sold at floor price. Wasn't that a great deal?

It was. Most of the payout ($ 612 million) is from the next five years. ESPN's bid was $150 million for the first five years. They had put in conditions that the top players should be there. We did not put in any conditions.

Anyway, the way it has turned out, all the top players are taking part.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/NP%20Singh.jpg?itok=n3sTgiT5
Sony Pictures-Ten Sports deal cleared by CCI

MUMBAI: The Competition Commission of India (CCI) yesterday tweeted its approval to the proposed acquisition of the sports broadcasting business of Ten Sports by Sony Pictures Networks India. Acquisitions beyond a threshold need approval from CCI, which keeps a check on business practices across...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/zindgi%20%281%29_0.jpg?itok=D5hGcSQt
Zee signs four TV-series deal with Eccho Rights

Zee Entertainment Enterprises Ltd. (ZEEL) has signed a deal for four blockbuster television series with the international content distributor, Eccho Rights.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/shantanu%20%281%29.jpg?itok=amxTjuly
Shantanu Gangane leaves Times for Vuclip; will report to Vishal Maheshwari

Times Network’s Shantanu Gangane has resigned as the head of marketing and joined Vuclip as the CMO India. Gangane served his last day on 13 January in Times Network where he was heading the marketing of Times Now, ET Now and Zoom.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/WION%20%281%29.jpg?itok=RBo0kW2A
Zee Media's WION opts for Dalet unified news solution

Computing and creative technologies aid workflow, storage and infrastructure solutions for all aspects of the media and content creation industry. IT solutions providers help with latest computing, networking, media hardware and software to provide the best output.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/zee%20%281%29.jpg?itok=TkZwl1B7
Zee TV launches its first fiction show of 2017

Zee TV’s first fiction offering of 2017 - ‘Woh … Apna Sa’ is a unique concept that questions prevalent mindsets, pre-conceived notions and the over-generalizations that surround the institution of marriage, love and the eternal quest of finding one’s true soulmate.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/Bomanbridge.jpg?itok=-F0FYgM0
CNN, EBS & Discovery buy factual programmes from Bomanbridge

MUMBAI: Bomanbridge Media, a Singapore-based content distribution and production agency , has announced sale of several significant factual programmes in the Asian region, including deals with Discovery Asia, EBS South Korea, and CNN Southeast Asia.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/GRB%20Entertainment-800x800.jpg?itok=Ts-XG-1q
Discovery acquires 'Untold Stories' & 'Cleveland Hustles' from GRB

MUMBAI: GRB Entertainment has announced sale to Discovery of their Latin America and US Hispanic channels. Both picked up several seasons of long-running GRB-produced medical show Untold Stories of the E.R. and Discovery Latin America acquired the new LeBron James series, Cleveland Hustles. Untold...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/DD2-800x800.jpg?itok=rlKSJPwO
N-E programmes can be submitted for DD Arunprabha till 31 Jan

NEW DELHI: Doordarshan has extended to the end of this month the final date for receiving proposals for commissioned programmes in seven different categories for its new DD Arunprabha channel being launched for north-eastern states. The proposals, which were to be submitted by 17 January 2017, can...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/Supriya-Sahu-800x800.jpg?itok=Me0jGeSi
DD to offer 104 channels & MPEG-4 STBs by Mar-end

MUMBAI: Doordarshan is preparing to offer 104 channels by March-end, the pubcaster's director-general Supriya Sahu has said. Also, with the aim of expanding its DTH platform, Doordarshan is actively considering coming out with new set-top boxes having MPEG-4 technology. 'FreeDish', at present, she...

Television TV Channels Terrestrial

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories