Viacom18 fired the first salvo in the war for audiences and advertising revenue by offering IPL fans the opportunity to watch the league for free on its digital platform. In response, Disney Star, which has the rights to broadcast IPL matches, is considering airing select IPL matches on its free-to-air channels, according to Ajit Varghese, head of network - ad sales at Disney Star.
"If the advertisers feel that they are not reaching out to certain consumers, who want it (IPL) free, and by free, I mean really free, with no hidden data cost etc., then we are evaluating to showcase some matches on free-to-air channels. But that's something if there is advertiser demand. We want to be flexible with our advertisers," Varghese said.
Top media buyers said that as both Viacom18 and Disney Star are selling the same property across two different mediums, they will see price rationalization.
MINT Disney Star has retained the TV rights for the IPL for the next five years by bidding ₹57.5 crore per match, or ₹23,575 crore in total, while Viacom18 acquired exclusive digital rights for a total of ₹23,757.5 crore. Effectively, this is the first time that IPL inventory is being sold by two separate entities.
この記事は Mint Mumbai の March 01, 2023 版に掲載されています。
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この記事は Mint Mumbai の March 01, 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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