Special Report | Movie channels gear up for the IPL onslaught

Season seven of the Indian Premier League (IPL) is just a couple of weeks away, but instead of worrying about possible loss of viewership and ad revenue, movie channels are gearing up to serve even more interesting fare to their audiences.

Helios Media MD Divya Radhakrishnan opines: “IPL affects television across genres. GECs do not launch new shows, there are no reality shows, and no big blockbusters happen on movie channels. During IPL, everything comes to a standstill because that is the focal point during these months. However, the only thing posing a hindrance for IPL this time is the elections.”

The 9:00 pm slot is typically lost in the IPL frenzy however, over the years, television channels have learnt to work around the hugely popular tourney. Besides, movie channels claim that movies serve as entertainment for both - the young and the old, and hence, they can be consumed at any point of time irrespective of other activities happening in the broadcast space.

Yet, according to broadcasters of English movies, the 11:00 pm slot enjoys high ratings during IPL season, and strategising around this slot helps them compensate for erosion of viewership that takes place during the 9:00 pm time band. Broadcasters of Hindi movies on the other hand remain unaffected, and continue to mark their FPCs as per their preferences. Hindi movie channels mainly focus on catching viewers in the afternoon just before the beginning of the cricket match.

About Star Movies’ and Star Movies Action’s plans during IPL 7, Star India business head English cluster, Kevin Vaz, says: “The strategy is that viewers can immediately switch to exhilarating blockbusters after an exciting match of cricket. Both channels have a fantastic line-up for their audiences and will provide the best Hollywood content.”

With a view to amplifying the excitement of IPL, Star Movies has crafted an exclusive, on-air festival that brings together some of the biggest Hollywood premieres. “Riding on the heels of the IPL, Star Movies is bringing out a month-long movie festival titled 'Super Star League' in April and May, every night at 11:00 pm. We also have Amazon on board as a presenting sponsor,” says Vaz.  

Additionally, Star Movies will continue to premiere the biggest Hollywood blockbusters every month and has a great line-up including Oblivion starring Tom Cruise and a host of films featuring Jackie Chan. “Viewers can also look forward to a host of animation movies next month,” Vaz reveals.

Star Movies Action plans a contest round the special superhero line-up plus a speed demon festival featuring racing hits like Death Race, Ghost Rider, Gone in 60 Seconds andSpeed. The Action@ 8 segment will see favourites like Predator, The Man with the Iron Fists and Hell Boy.

“We have always placed a great importance on the digital medium as we feel that we can really connect with our viewers and gauge their preferences via online activities. In the new age, everyone is online and it is the best place to really interact effectively with our audiences,” says Vaz.

As for HBO, the channel will air season five of its ‘Hollywood Premiere League (HPL)’ alongside season seven of IPL. Blockbusters including Jack Reacher, Pirates of the Caribbean: Dead Man's Chest, The Dark Knight Rises, Lara Croft Tomb Raider: Cradle of Life, Wrath of the Titans, The Hunger Games and Parker will be telecast at 11:00 pm, Monday to Thursday, from April 14 to May 22, 2014.

“The idea is to have a good content mix primarily driven by genres that are well received i.e. action and comedy. And that is what drives ratings, viewership and ad revenues in the end,” says HBO South Asia MD Monica Tata. “We will be doing on-ground activity, radio, on-air and social media promotions as well, building momentum for the two-month long festival that will offer blockbusters soon after the IPL matches get over.”

Multi Screen Media’s Sony Pix, sister channel of official IPL broadcasters Sony Max and Sony Six, will air season four of its ‘Pix Premiere League (PPL)’ alongside IPL. “We will continue to program around IPL with the fourth season of PPL, as it is the biggest cricketing event in the country,” says Sony Pix business head Saurabh Yagnik. “The PPL has a line-up of our best titles and we have witnessed a spike in viewership during this time for the 11:00 pm slot as well. We want viewers to witness some of the best movies on our channel with the proposition, ‘Stay Amazed’.”

PPL will be telecast at 11:00 pm Monday to Sunday from 16 April to 1 June. Only on Thursdays, there will be ‘Pix Doubles’ or ‘Super Pix’ or ‘Mega Premiere’ and Snapdeal.com will be the sponsor. With IPL being a MSM property, Pix will leverage Sony Max to get viewers to tune into PPL and catch some really good titles post the action on the field. The plan is to showcase 40 to 45 movie titles during IPL including The Amazing Spider-Man, Into the Blue, Rocky, The Terminator, Shaolin Soccer, Shutter Island, 2012, Kung Fu Hustle and After Earth. With less than two weeks’ time left, Sony Pix will premiere White House Down and Elysium to monetise well before the IPL begins.

Unlike most English movie channels which are trying to create a property around IPL through packaging and programming blocks, the Times Television Network English entertainment channels will stick to what they do best. “We don’t want to come across as gimmicky by doing a ‘premier league’ though these things may help in generating more revenues, but it does not really add to the viewership,” says Times Television Network English entertainment channels’ CEO Ajay Trigunayat.

Movies Now will compete with IPL through ‘Adrenaline Drive’, a block which has been successful for the past two and a half years for the channel. It will play at 11:00 pm, Monday to Thursday, beginning 7 April. Apart from high-octane movies like Commando, Iron Man, Salt, Transporter 2, Clash of the Titans, Batman Begins, Mr & Mrs Smith, Knight & Day, Behind Enemy Lines, 300, Collateral Damage and Superman Returns, Movies Now will also air the Matrix trilogy on 20 April, Sherlock Holmes - A Game of Shadows on 12 April, and Journey 2: The Mysterious Island on 5 April, all at 9:00 pm. While Movies Now gets around Rs 9,000 for a 10-second slot, it is pitching about Rs 12,000 per 10 seconds for ‘Adrenaline Drive’.

Speaking of Romedy Now, Trigunayat says: “We have Friends With Better Lives launching from 1 April. It launched on CBS in the US at 8.30 pm on 31 March and we have done an interesting thing of launching a show at 11:00 pm, which is unprecedented, because prime time viewing has certainly shifted from 9:00 pm to 11:00 pm as that is a better viewed slot today than 9:00 pm.”

In addition, Romedy Now will introduce two tent-pole properties in April i.e. Jolly Good Chaplin, a Charlie Chaplin special, and Romedy Weddings, a collection of unique movies keeping in mind the upcoming wedding season. The channel is also gearing up for the launch of a brand new series, 1600 Penn, which will be aired in May.

Romedy Now’s current properties including Kitchen Confidential, Witches of East End, Sunny Sundays, Y So Serious and Happy Hours will continue.

“Romedy Now is a content-agnostic channel. The content line-up consists of the best entertainment, keeping the core proposition of ‘Love. Laugh. Live’ intact. The content planned for the next two months is incredibly exciting. The Chaplin series will be quite a favourite, along with, of course, Friends With Better Lives, which is a brand new series written by Dana Klein (from the popular series F.R.I.E.N.D.S.),” says Trigunayat.

Asked about the strategy deployed by English movie channels, a media observer said, “Properties based around IPL on English movie channels essentially serve two purposes. One, they allow channels to package these properties for the advertisers, and hence, monetise them better than their regular FPC. Two, it helps keep the buzz on the channel alive, so that the channel is not lost in the IPL hype.”

Unlike English movie channels, Hindi movie channels are on a different route altogether.

As Star Gold & Movies OK executive VP & GM, Hemal Jhaveri says: “It is business as usual; it’s about forming the habit for viewers, and there is so much of cricket happening anyways, nothing really changes for us dramatically during the IPL. The premieres will get their share of the marketing push through our networks.”

Star Gold’s highlight for the month of April is ‘Masaledar Hits’, where every day, the channel will dish out a ‘Masaledar’ movie in the early evening slot; this will be a key property to win share in the non-prime time band. Golmaal 3, Kuch Kuch Hota Hai, Agneepath (Amitabh Bachan), Ajab Prem Ki Ghajab Kahani, De Dana Dan and Bhagam Bhaag among others will be aired as part of this block.

Similarly for May, Star Gold will have ‘Blockbuster Noon’, which Jhaveri describes as “a programming stunt that we are planning to pull off where we will showcase a slew of blockbusters in the afternoon time band on week days. As we believe weekdays are the new weekends.”

Additionally, the first Rs 100 crore grosser of this year, Salman Khan-starrer Jai Ho will premiere on a weekend in May followed by the world television premiere of O Teri.

Movies OK will continue running the Family OK Holiday Special Contest on weekdays, early evening. “The idea is to engage and interact with the entire family and at the same time, provide an opportunity to watch and win the contest,” says Jhaveri. The contest gives viewers a chance to win a smart phone every day and a lucky family to go for an all expenses-paid international holiday to Thailand. This band will see movies like Main Hoon Na, Khatta Meetha, Hum Aapke Dil Mein Rehtein Hain, Beta and Tere Naam among others.

Bullett Raja will premiere on 27 April at 8:00 pm and in May; the channel will run the ‘SuperVeers - Action Blockbusters’ block at 8:00 pm on weekdays, apart from the channel premiere of the hit, Yaariyan in the weekend primetime band.

Leveraging the election fever with an aim to provide viewers with iconic reel leaders, Zee Cinema is launching the ‘Hamara Neta Kaisa Ho’ festival which will air from 14-21 April, 2014 everyday at 9:00 pm. The festival will see titles like Nayak, Himmatwala and Aparichit - The Stranger.

“Entering into our 20th year of entertaining our audiences with Movies, Masti and Magic, it has been our constant endeavour at Zee Cinema, to constantly provide our viewers novel offerings. We thrive to deliver the best to our audience hence have been rewarded with the highest GVTs, making the movie channel the undisputed leader in its genre. We are not aiming at combating IPL… in fact we look at it as an opportunity where television viewing will have increased eyeballs due to the election and IPL fervor,” explains Zeel deputy VP, head of programming – Hindi movie channels Ruchir Tiwari.

Zee Classic is strengthening its programming line-up for the month of April by premiering movies such as Nasir Hussain and Shammi Kapoor’s Dil Deke Dekho, two Kishore Kumar classics like Dilli Ka Thug and Bombay Ka Chor and Biswajeet’s Bees Saal Baad for the first time on the channel. The month of April will also witness evergreen superstar Rajendra ‘Jubliee’ Kumar’s festival which will see films like Gawar, Doo Jassos and Saathi amongst others. Zee Classic will be airing a special movie Leader on Voting Day, starring Dilip Kumar and Vyjayantimala, which revolves around politics. The plethora of movies will recreate the magic of yesteryears.

 “Zee Classic being the only classic Hindi movie channel in India believes in showcasing the great works of cinema. We have an extensive and unique library of superhit classic movies, and hence have created two primetime slots - 5:00 pm and 8:00 pm daily. Apart from this, the channel will also be showcasing movies of the evergreen superstar Rajendra Kumar which will pay a tribute to the Jubilee Star by airing a month-long festival called ‘Jubilee Kumar’,” reveals Tiwari.

The newest channel from the Zee’s stable - &Pictures - in anticipation of the upcoming IPL, has built up the Sunday 12 noon slot with ‘Hollwood Sundays’, a property that brings up a new Hollywood movie in Asli Desi Flavours every Sunday at 12 noon. “The creation of a destination Pictures@8 that shows high voltage entertainment daily at 8:00 pm was launched in order to develop a loyal viewer base for the daily prime time slot,” adds Tiwari.

The main attraction for the month of May will see the premiere of Total Siyappa, a co-production of &Pictures. The romcom directed by E. Niwas, released in theatres on 7 March.

On the marketing and digital strategy Tiwari says: “The activities are being constantly supported with on-air promotions and constant digital buildups and this will continue throughout the year.”

Looks like the stage is set… not just for the biggest cricket tourney in the shortest format of the game but also for the movie channels vying for eyeballs during this period. Game On!

Indian leg of the IPL to begin from 2 May

MUMBAI: There is good news for Indian cricket fans, who were left disheartened after the news hit that the first 20 matches of this edition of the Indian Premier League (IPL) will kick-off in UAE.
 
IPL is set to return to Indian shores on 2 May for the remaining 36 matches, including four play-offs, which will be played in the home-leg.
 
The Board of Control for Cricket in India (BCCI) after having successive discussions with the authorities at home, decided that the IPL can be played at home beginning from 2 May. The first leg of the IPL will be held in UAE from 16 to 30 April due to the general elections in India.
 
In the home-leg, each franchise will play nine matches and five of the eight teams will be playing at least four matches in their home stadium.
 
Chennai Super Kings will play two matches at Ranchi, while Kings XI Punjab will play two games at Cuttack. Rajasthan Royals will play four matches at Ahmedabad. There will be no matches on 1 May and 17 May.
 
The schedule of the UAE leg has also been tweaked to suit the franchises. The evening match slated for 26 April in Abu Dhabi, between Kings XI Punjab (KXIP) and Kolkata Knight Riders (KKR), will now be designated as a home match for the Knight Riders and the 28 April match in Dubai, between Royal Challengers Bangalore (RCB) and KXIP, will be designated as a home game for Kings team.
 
“Following on from the launch of ticket sales for the UAE leg today (3 April), I am pleased that we are now able to confirm the dates for the rest of the season,” said BCCI-IPL interim president Sunil Gavaskar in a press statement.
 
“It is great news that the fans back home in India will be able to watch a large part of the Pepsi IPL 2014. Given the various challenges and the logistical complexities, we have spent a considerable amount of time in crafting a balanced schedule,” he added.
 
IPL governing council chairman Ranjib Biswal said, “We are delighted to have the season back in India at the start of May. Organising an event of this scale at multiple venues in two countries is an enormous organisational undertaking and we are very grateful to the Government of India, the Ministry of Home Affairs and the police authorities in the various states for their support.”
 
Hosting IPL involves elaborate planning on several fronts, logistics included and it is critical that there is surety on the availability of the match venues, for a tournament of this magnitude. The BCCI has tried to work with various franchises and stakeholders to get confirmations to host matches in the cities.

The Rajasthan Royals have indicated to the BCCI that they are pleased to play their four home matches of the India leg of the 2014 season, at Ahmedabad, to avoid any uncertainty to their home matches. KXIP and CSK will be playing some of their home matches outside Mohali and Chennai respectively, due to non-availability of their home venue, for a large portion of May 2014.

Looks like the IPL will continue to look at as many venues as possible to play the tournament in forthcoming seasons, and that’s a good sign for smaller states and regions to come to the forefront.

Max announces anchors for ‘Extraaa Innings’

MUMBAI: The Pepsi IPL is more than just a cricketing tournament. It is about entertainment as well as the game. And to keep the excitement alive, Extraaa Innings T20, the match analysis show has returned.
 
Sony Max and Six, the official broadcasters of the Pepsi IPL 2014 have once again roped in Archana Vijaya and Shibani Dandekar to hostExtraaa Innings T20. The duo along with male hosts, Samir Kochhar and Gaurav Kapur will bring analysis, excitement and a whole lot of fun for the viewers across the country.
 
A vibrant, vivacious and effervescent set has been designed for the show. The set is a palate of myriad colours that signifies a cathedral of cricket for cricket fans. The arrangement is integrated with towering arches, heritage artwork and wall-paintings of the cricketers that resemble a larger-than-life set up for a program that showcases the biggest T20 festival in the world.
 
Commenting on the show, MAX executive VP and business head Neeraj Vyas said, “Extraaa Innings T20 has always engaged and attracted audiences across age groups and regions, be it true cricket enthusiasts or viewers who look forward for the entertainment quotient , EI T20 possesses a perfect blend of both. We are very happy that Archana Vijaya and Shibani Dandekar are back to add to the glam quotient along with the proficient anchors Samir Kochhar and Gaurav Kapur.”
 
Being a part of Max Extraaa Innings T20 once again, an elated Vijaya said “The Pepsi IPL is the home of cricket and entertainment and therefore when Max approached me to host the tournament it was right up my alley. We as hosts help bring cricket and entertainment to the fans and I don’t think there is any better platform than the IPL.”
 
Dandekar added, “IPL is the biggest sporting and entertainment event of the year and it is great to be a part of it. Therefore, it was a no brainer when the chance came to hostExtraaa Innings. Being out there in the stadium with the atmosphere, the ambience, the vibe and being so close to the action is something that anyone would love to do and we are very lucky to do that.” When questioned about her thoughts on the marketing campaign ‘Bulaava Aaya Hai’ and the rapidly getting popular collar-up mnemonic ‘Buckram’, she said , “I’m very excited about it and I'll encourage the winning team to give interviews with their collar up and will urge the fans of the IPL to watch the matches with their collar up too.”
 
Commenting on his association with Extraaa Innings T20, Kapur said, “I have been a huge fan of cricket since the age of 5 and on the other hand I also love watching live television. Hosting Extraaa Innings is like two of my favourite things coming together so I am always thrilled and excited to take on this role.”
 
Similarly, Kochhar said, “I have been the part of IPL since its inception. After hosting the first season I fell in love with it and since then there has been no looking back. I am very fortunate to be a part of such a great property and look forward to another splendid season”. Talking about the ‘Bulaava Aaya Hai’ campaign he says, “Buckram is the new word of this season. I would want all the cricket fans to put up their collar and watch the IPL in style.”
 
That’s not all! Max will also bring forth to the viewer’s an in-depth analysis in Hindi with comments from the expert panel which includes cricket stalwarts like Navjot Singh Sidhu with his inimitable ‘Siddhuisms’  along with the inevitable Ajay Jadeja. For the first time ever former Pakistan captain and coach Waqar Younis will be associated with the show along with the regulars like Ramiz Raja, Arun Lal and Isa Guha.

AsiaSat 7 replaces the ageing AsiaSat 3S today

MUMBAI: In early October 2010, Asian satellite service provider, AsiaSat, and International Launch Services (ILS) had announced a contract for the launch of the AsiaSat 7 satellite on an ILS Proton.

AsiaSat 7 was configured as a replacement satellite for AsiaSat 3S, one of AsiaSat‘s flagship satellites, operating at the orbital location of 105.5°E. AsiaSat 7 will carry 28 C-band and 17 Ku-band transponders, and a Ka-band payload. Its region-wide high power C-band beam covers Asia, the Middle East, Australasia and Central Asia, with Ku-band beams serving East Asia, South Asia and a steerable Ku beam.

According to plan, the AsiaSat 7 satellite was successfully launched in Hong Kong on November 26, 2011, on an ILS Proton Breeze M launch vehicle from the Baikonur Cosmodrome in Kazakhstan. Nine hours and 13 minutes after lift-off, AsiaSat 7 successfully separated from the launch vehicle. Over the next few days, the satellite will arrive at the geostationary orbit, some 36,000 km above the Equator.sia

“With AsiaSat 7 successfully launched well ahead of the planned date for AsiaSat 3S‘s replacement, we can assure continuity of service to customers, while at the same time, adding to our on-orbit capacity to service new business,” said AsiaSat president, CEO William Wade, in a press statement earlier. “With this launch opportunity on the ILS Proton, we are continuing our replacement strategy to provide continuity of services to our current and potential new customers across Asia, Middle East, CIS and Australasia. We know that we can count on the professionalism of ILS and Khrunichev for a successful launch for AsiaSat 7.”

While AsiaSat 3S was launched on March 21, 1999, as a replacement for the ageing AsiaSat 1 in May of that year, AsiaSat 7 marked the launch of the fourth AsiaSat satellite on ILS Proton, the 20th Space Systems/Loral Satellite launched on ILS Proton, and the 69th ILS Proton launch overall.

AsiaSat 7 is similar to AsiaSat 3S, and has been designed with a 15-year design life and will offer enhanced power and coverage at orbital location 105.5°E.

As for AsiaSat 3S, it currently beams some of the popular channels in India which include: Zee TV, Star Plus, Star Utsav, Sahara One, Sahara Filmy, Sahara Firangi, Sahara Samay, 9X Media, 9X Jalwa, Big RTL Thrill, Big Magic, Big CBS Spark, B4U Movies, B4U Music and ETC Bollywood, among others.

AsiaSat’s business continues to be affected by The Finance Act passed in India in May 2012. The Act taxes revenue generated from the provision of satellite transponder capacity to Indian customers and any non-Indian customers considered to have earned income from any business or source in India.

The Indian government approved in its budget an increase of the royalty withholding tax rate from 10 per cent to 25 per cent, effective from 1 April 2013. Nevertheless, as stated in previous reports, the amount of AsiaSat’s revenue considered to be Indian sourced, and thus taxable in India, is still under discussion as of the date of this report. The increase in the tax rate will have a negative impact on its future business, and to remain competitive in the market, AsiaSat may make pricing adjustments which could negatively impact its margins in the coming financial year.

In other major announcements by AsiaSat, the company indicated in its operational highlights for the financial year 2014-15 that two of its other satellites, AsiaSat 6 and AsiaSat 8, are on schedule and will launch in mid-2014 to provide new C and Ku-band capacity for business growth. Also, the commencement of the preliminary design phase for AsiaSat 9, the replacement for AsiaSat 4 in 2017, will provide new coverage and services at 122ºE.

AsiaSat chairman Sherwood P. Dodge said in a company statement: “Acquiring new business in 2014 will remain a top priority. Our expanding satellite fleet and reputation for providing quality and reliable satellite capacity, together with our commitment to our customers puts us in an excellent position to develop new business opportunities. The market remains highly competitive, but I believe our able management team and our high-quality services will enable us to move the business forward in 2014.”

The Indian ‘Paisa’ League

What began as a fledgling franchise in 2008 is today a world-renowned property with brand value pegged at $3.03 billion in 2013 and the highest at $4.13 billion in 2010.
 
The Indian Premier League (IPL) - the fallout of an altercation between the board of control for cricket in India (BCCI) and the now-defunct Indian Cricket League (ICL) - has transformed cricket into an enterprise.
 
An American Appraisal India report - based on a survey of 300 key participants of the IPL ecosystem including team managements, sponsors, advertisers, advertising agencies and broadcasters - found 57 per cent of the respondents saying that their advertising budgets towards IPL had either risen or remained constant over the last five years. Whereas only 14 per cent of the respondents said they had actually cut their ad spends on IPL over the past five years. Over 52 per cent of the respondents also said that franchise-led sponsorships could be between Rs 15 crore to Rs 75 crore per season.
 
According to the report, Chennai Super Kings and Mumbai Indians have emerged as the most powerful brands valued at $72 million each, followed by Kolkata Knight Riders ($69 million), and Royal Challengers Bangalore ($51 million). Rajasthan Royals ($45 million) and Delhi Daredevils ($40 million) are somewhere in the middle, with Kings XI Punjab ($32 million) and Sunrisers Hyderabad ($25 million) at the bottom of the pile.
 
While each team is trying to claw its way back with operational improvements, trust flows with stakeholders will eventually determine the health of IPL’s long-term liquidity and profitability. For the current eight teams to sustain, their short-term operational movements need to be aligned with their strategic plans for the tourney.
 
Further, the report estimates the merchandising valuation of IPL at $40 million, as compared to $2 billion for Spain’s La Liga. Despite having a population which is 25 times larger and an economy which is at least 25 per cent larger than that of Spain, India’s IPL is only two per cent of Spain’s La Liga in terms of merchandising. The reason is piracy and the availability of counterfeit products apart from the fact that the prices of original IPL merchandise are quite high from an Indian point of view.
 
While there is a huge potential for the merchandising market to grow, the report also predicts it will grow ten-fold by 2020 - from $40 million to $400 million.
 
Coming to broadcasters in the IPL universe, the tourney is currently in its seventh edition and will continue its long-standing association with Multi Screen Media (MSM), the official broadcaster of IPL, after Sony coughed up nearly $1 billion for a period of 10 years in 2008. Between 2008 and 2012, DLF was the sponsoring partner ($50 million) while from 2013 to 2017; Pepsi won the title sponsorship for a bid of nearly $66.5 million, beating its closest rival in Airtel.
 
For the seventh edition, MSM’s two channels - Sony Max and Sony Six - have already started their Pepsi IPL campaign. The network is reportedly hiking its ad rates by 15-20 per cent and expects the revenue generated to be anywhere between Rs 900 - Rs 950 crore, despite the reduction in the number of matches played from 76 to 60. The broadcaster is learnt to have floated rates in the range of Rs 4.75- Rs 5 lakh per 10-second spots, and expects to increase them as the tourney gathers momentum.
 
As far as viewers go, IPL’s reach was pegged at over 200 million viewers in 2013, as against about 163 million viewers in 2012. The total viewership in 2013 has been 2.6 per cent, up from the 2.2 per cent in 2012. Correspondingly, MSM earned Rs 750 crore in ad revenues in 2012 and upped it to Rs 950 crore in 2013, according to FICCI KPMG 2014.

SET launches Pepsi IPL’s ‘Come On, Bulaava Aaya Hai’ campaign

MUMBAI: The IPL fever is set to grip the cricketing world once again beginning 16 April 2014 and this time around the first half it is set to kick-off in the UAE.

The first phase of Indian Premier League (IPL) matches will be played in Abu Dhabi, Dubai and Sharjah.

The official broadcasters of the IPL - Sony Max and Sony Six - have announced their big ticket marketing campaign for the Pepsi IPL 2014 coined ‘Come On, BulaavaAayaHai’.

The broadcaster claims that the campaign is inspired from the fact that Pepsi IPL is the biggest cricketing extravaganza in the world. The word ‘Bulaava’ connotes the ‘calling’ with the main premise that the year’s most awaited and anticipated cricketing event has finally arrived and there is no way anyone would want to miss it.

Talking about the upcoming season of the Pepsi IPL 2014, Sony Max EVP and business head Neeraj Vyas said in a statement: “In India, nothing supersedes the passion for cricket and during the IPL, that passion rises to an all-time crescendo. That is where we draw our latest campaign ‘Come On, BulaavaAayaHai’ emphasising that irrespective of anything that takes place in your life, the calling for the IPL will always reign supreme. This enthralling campaign coupled with world class talent on display is sure to entertain our viewers through this edition of IPL.”

The campaign kicksoff with a series of four films set in diverse situations of different people’s life reaching a crescendo with three surprise films and culminating into a final Bulaava film. Be it a runaway bride drawn to the call of the IPL bugle, a son by the side of his ill mother or a priest struggling to free a woman possessed with a spirit, all films have the essence of the key nuance of IPL ‘Bulaava’, prompting people to literally drop everything to watch Pepsi IPL.

Speaking about the campaign, Sony Max VP marketing and communications Vaishali Sharma added, “IPL entices people across age groups, gender and languages. This year’s campaign “Come On, BulaavaAayaHai’ is a unique thought that stems from the insight of how the passion of IPL overtakes every aspect of these different people’s lives highlighting their hunger for the tournament and eventually creating a huge national frenzy”.

The marketing campaign jingle is one of the most awaited elements of this striking tournament. After the splendid response and adulation of last year’s jingle, Max has once again roped in the musical duo Vishal and Shekhar. Basing on the campaign theme, the duo has come up with yet another catchy song. The broadcasters feel the jingle is sure to be a mega hit and will set the nation grooving to the tunes.

The entire campaign is the brainchild of the creative agency Havas Worldwide and has been directed and filmed by noted ad film director Rajesh Saathi of Keroscene Films.

On the association with Max on the films Havas Worldwide ECD Vivek Rao stated: “The campaign idea of 'Come on, BulaavaAayaHai' is played on a simple truth - no other property provides more action, more entertainment or more opportunity whether you're a viewer or a player. So no matter what calling you have, it's the call of the IPL that's more irresistible. After last year’s campaign, we needed something that would entertain as well as move the IPL brand forward. This seemed instinctively right.”

Stretching across a four week period till the launch of the tournament, the Pepsi IPL 2014 campaign will have a complete 360 degree rollout across mass media. Starting with the campaign films on television, the communication will be seen by viewers across mediums like television, print, radio, digital, outdoor, onground, mobile, BTL and out of home. The campaign can also be viewed on www.SonyLIV.com, the online home of Sony Entertainment Network.

Special Report | Hindi becoming the language of sports commentary

MUMBAI: English was the language of cricket commentary when it started in India in the early 1940s on All India Radio. The listenership was limited to the English-speaking class. It was in the late 1950s that cricket commentary in Hindi made a beginning. Commentary in the language of the people took the game of cricket to the hinterlands.
 
The dominance of cricket commentary in Hindi continued till the mid-1980s. Live commentary of India winning the 1983 cricket world cup was heard by most cricket fans in India in Hindi.
 
For the older generation, the names of cricket commentators in Hindi such as Suresh Saraiya, Narottam Puri and Ravi Chaturvedi still bring back memories of the 1970s and early 1980s when words created action happening on the cricket field.
 
With the emergence of colour television began the decline of radio commentary and the rise of English commentators on television. The government-owned Doordarshan was the only television channel available in the 1980s.
 
The rise of private broadcasters in the 1990s again saw the rise of cricket commentary in English and then its dominance. The first decade of the new millennium did make sports broadcasters aware of the importance of commentary in Hindi but it took almost a decade for them to actually wake up to the full potential of Hindi.
 
The likes of Star Sports, Ten Sports, SET Max and Sony Six made a beeline to incorporate more and more Hindi language programming in their sports coverage to grow their viewership.
 
Only this year, India’s oldest sports channel, Star Sports, launched the country’s first 24x7 Hindi sports channel, Star Sports 3, following an exercise that involved rebranding as well as reorganisation. 
 
“We changed the landscape of cricket broadcast in the country in 2012 with the launch of a world class Hindi commentary simulcast in addition to the existing English language feed,” says Star Sports business head Nitin Kukreja.
 
The Hindi language feed attracted immediate attention from viewers. 
 
Star Sports says 71 per cent of the viewership for the dual language-feed India-Australia series came from Hindi commentary. Thereafter, Star Sports took the engagement with the Hindi audiences even further.
 
“We launched India’s first 24X7 Hindi sports channel, Star Sports 3, with content, graphics and shows in Hindi - a giant step forward to dramatically increase the reach of sports in the country,” says Kukreja.
 
Apart from the launch of Star Sports 3, 2013 also saw Star Sports channels providing Hindi commentary feed for the Indian Badminton League (IBL), Barclays Premier League (BPL) and Hockey India League (HIL).
 
Says Kukreja: “In a nation where less than 10 per cent of the population understands English, sports broadcasters have traditionally programmed only in one language – English. We want to change that. We want to focus on a language that the viewers understand.”
 
For Star Sports, ‘Hindi dedicated’ is not just about the commentary being available in Hindi. It is a comprehensive Hindi offering in terms of graphics, navigation tools and all such constituents.
 
To increase its viewer base, Star Sports will now show not just cricket in Hindi but a range of shows on other sports including hockey, badminton and football and special shows such as Star Power, Heroes, Masterclass and Hockey Hotshots. 
 
Star Sports is not stopping at just Hindi. The channel is considering providing feeds in languages such as Tamil and Bengali very soon.
 
Ten Sports too has jumped onto the Hindi bandwagon. For the recently concluded India-South Africa series, it had Hindi commentary on Ten Sports and English on Ten Cricket and Ten HD.  
 
“With the viewer becoming more and more demanding like any other nation, and rightfully so, there is a viewer base that is looking forward to Hindi commentary and then the usual English commentary feed,” reasons Ten Sports CEO Rajesh Sethi. And like Star Sports, Ten Sports too is looking at going multi-lingual in the future to expand its viewership.
 
Sony Entertainment Television provided commentary in both Hindi and English for its biggest sports asset, the Indian Premier League (IPL). While Set Max had commentary in English, the nearly two-year old Sony Six had commentary in Hindi for Pepsi IPL 2013.
 
“The Hindi feed was very well appreciated. We reached close to a 100 million viewers! The consumers were delighted to be provided with a choice of language preference,” says a Sony Six official. Sony plans to expand the number of IPL games with Hindi commentary.
 
Star Sports claims it has had higher core viewers coming from its Hindi feed than Engilsh. “During the period October-November 2013, about 24 million viewers were core to Hindi only, while English language had core viewership of about 9 million. Another 8.4 million viewers were core to both Hindi and English language,” reveals Kukreja.
 
On their part, advertisers are happy with the Hindi, English fragmentation of viewers. Madison Media COO Karthik Lakshminarayanan says, “Currently, you buy a match, not a feed, so advertisers come on both feeds but soon, we will see that different advertisers will go for the two feeds (separately).”
 
The rates for Hindi feed are expected to be higher than the English feed given the much higher core viewership for the Indian language commentary. The segmentation could also attract advertisers who so far had shied away from sports channels. 
 
Madison’s Lakshminarayanan says, “The more you can split an audience, the better it is for the advertiser. If you can further a demand with regional languages, then it should work.”
 
The Hindi channel being a new proposition, Star Sports isn’t yet selling its two language feeds separately. “Sometime in the future, we see value in unbundling the two offerings to different sets of clients. This will help the clients reach out more effectively to their target audience at one level and/or tailor their communication to suit specific sets of audiences,” says Star Sports’ Kukreja.
 
Sports programming in Hindi and other Indian languages can only help expand viewership for sports and will be beneficial to broadcasters as well as advertisers. The sports broadcasters will have their pockets deepened, the advertisers can reach more people and the viewers can watch programming in the language of their choice.