Reliance Industries-controlled entertainment network Viacom18 is going all out to promote its digital platform— JioCinema—as the better viewing medium for the upcoming season of the Indian Premier League (IPL). However, its marketing plan, which centres around portraying the digital medium as superior to linear television, has miffed many TV executives within the network, which also operates a large TV business.
Last month, Viacom18 invited advertisers and media agencies to JioCinema CricStream, a two-day event to showcase the innovations on offer for both advertisers and consumers during the first-ever IPL stream on JioCinema. The event began with an exhibition of an unlit dark passage, called the ‘Linear TV Tunnel’, which has made insiders as well as rival broadcasters uncomfortable. The tunnel mentioned falling TV ratings of the IPL over the years, and also had a message at the end, which read — “there is no light at the end of this tunnel".
Many executives within Viacom18 confirmed to Mint that internally, there is much angst over the IPL messaging.
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