Insearchindia.com's Digital Edge
Cable digitisation gets parliamentary approval
Team
(19 December 2011 7:46 pm)
NEW DELHI: In a major step forward, the Government today received Parliamentary sanction for its digitisation programme with the Rajya Sabha passing the Cable TV Networks (Regulation) Second Amendment Bill which has already been approved by the Lok Sabha.
The Bill, which seeks to replace an Ordinance promulgated in October, will now go to the President for her assent before it is notified as an Act.
Information and Broadcasting Minister Ambika Soni said in her reply to the brief discussion that the consumer will be the main beneficiary of digitisation. She said that the consumer will now be free to choose the channels he/she wanted instead of being forced to accept the bouquets offered by the direct-to-home operators or multi-system operators. The Telecom Regulatory Authority of India (Trai) has been authorised under the Bill to fix the tariff for a-la-carte basis.
Referring to apprehensions that cable operators would be 'put out of business', she said that there were bound to be some teething troubles but the cable operators would gain in the long run. She said that the Bill will also give an impetus to the Headend-in-the-Sky programme (HITS) which will help cable operators. Capacity building programmes would be held to apprise them with new technologies.
Soni said that an enabling provision had put in place to the effect that only Rs 200,000 to Rs 300,000 would be needed by cable operators to move to digitisation.
She said around 65 per cent of the broadcasting industries all over the world relied on subscriptions rather than advertising while Indian broadcasters relied on advertising and hence did everything to get TRPs. Digitisation would give a true assessment of the subscriber base of the broadcasters and reduce dependence on advertisements. In turn, this may also lead to reduction in the vulgar content on television channels as there would be lesser dependence on TRPs.
Apart from improving the quality of reception, digitisation would also empower the cable operators to give larger number of channels to the consumers. There will be no prime band after digitisation, she said.
She said the Bill would plug revenue leakage and enable regulatory agencies to check illegal content.
The Bill has punitive clauses against cable operators, MSOs or DTH operators who failed to show the must-carry channels, including the Lok Sabha and Rajya Sabha TV channels.
While most members supported the Bill, they expressed apprehensions about the closing down of cable TV operations, and cautioned the government against exploitation of the common viewer in the form of unjustifiable hikes in the cable rates and vulgar and misleading advertisements.
The Bill aims to digitise the cable sector in the country by 31 December 2014. The Government had earlier announced a timetable for complete digitisation of cable television in the four metros by 31 March, 2012, but this was put off to June 2012 in a notification issued subsequently. The target date for completely digitising cable sector in cities with population of more than one million was 30 March 2013, all urban areas by 30 September 2014, and the whole country by 31 December 2014.
Monday, December 19, 2011
Sunday, October 30, 2011
9X to launch Marathi music channel Jhakaas on 31 October
9X to launch Marathi music channel Jhakaas on 31 October
Insearchindia.com Team
(29 October 2011 8:27 pm)
MUMBAI: Just after two months of launching its Punjabi music channel 9X Tashan, 9X Media, the company controlled by private equity firm New Silk Route, is launching its 24-hour Marathi music channel.
9X Jhakaas, with a tagline of 'Aai Shapaath' will launch on 31 October and will be the first Marathi music channel.
The Marathi television advertising market is around Rs 5 billion plus, with three general entertainment channels (Zee Marathi, ETV Marathi and Star Pravah), one dedicated movie channel (Zee Talkies) and three news channels (Zee 24 Taas, Star Majha and Ibn Lokmat), grappling for a piece of the pie. Other players in the fray include Saam Marathi, DD Marathi and Mi Marathi.
Industry sources say that 9X Media is spending heavily on distribution as Maharashtra is a priority state for advertisers as well as media planners. "Maharashtra is a P1 and very ad friendly market. If 9X Jhakaas manages to copy the success of its Punjabi and Hindi channels, it may have a bright future. The channel is definitely going to get a first-mover advantage here," a senior media planner said.
He added that the new offfering looks "rich" and "full of Marathi heritage" from the promos that he has seen.
Sources claim that unlike the Punjabi market, where 9X Tashan had spent Rs 60 million on distribution, for 9X Jhakaas, the channel will have to spend double. "Punjab has only two major MSOs, while in Maharashtra, which is a big TAM market there are 20-25 MSOs. For a good placement, 9X Jhakaas will have to spend at least Rs 100-120 million on distribution on the state," a source in the cable industry said.
On the content side, like in the Punjabi channel, 9X Jhakaas will have Marathi film and non-film music videos, including folk, popular and contemporary.
The channel will also be streamed live online on the channel's website, www.9xjhakaas.in, and to mobile phones.
9X Media would be launching two channels by year end. The company was earlier planning a Punjabi and a Bengali channel, but changed its plans and is launching the Marathi channel instead.
Similar to the Punjabi channel, 9X Jhakaas will also air a series of humorous animated shows and shorts presented by animated characters speaking in Marathi. The channel will see a new set of characters apart from 9XM's popular Bade-Chote.
The Punjabi music channel was launched on 31 August.
Insearchindia.com Team
(29 October 2011 8:27 pm)
MUMBAI: Just after two months of launching its Punjabi music channel 9X Tashan, 9X Media, the company controlled by private equity firm New Silk Route, is launching its 24-hour Marathi music channel.
9X Jhakaas, with a tagline of 'Aai Shapaath' will launch on 31 October and will be the first Marathi music channel.
The Marathi television advertising market is around Rs 5 billion plus, with three general entertainment channels (Zee Marathi, ETV Marathi and Star Pravah), one dedicated movie channel (Zee Talkies) and three news channels (Zee 24 Taas, Star Majha and Ibn Lokmat), grappling for a piece of the pie. Other players in the fray include Saam Marathi, DD Marathi and Mi Marathi.
Industry sources say that 9X Media is spending heavily on distribution as Maharashtra is a priority state for advertisers as well as media planners. "Maharashtra is a P1 and very ad friendly market. If 9X Jhakaas manages to copy the success of its Punjabi and Hindi channels, it may have a bright future. The channel is definitely going to get a first-mover advantage here," a senior media planner said.
He added that the new offfering looks "rich" and "full of Marathi heritage" from the promos that he has seen.
Sources claim that unlike the Punjabi market, where 9X Tashan had spent Rs 60 million on distribution, for 9X Jhakaas, the channel will have to spend double. "Punjab has only two major MSOs, while in Maharashtra, which is a big TAM market there are 20-25 MSOs. For a good placement, 9X Jhakaas will have to spend at least Rs 100-120 million on distribution on the state," a source in the cable industry said.
On the content side, like in the Punjabi channel, 9X Jhakaas will have Marathi film and non-film music videos, including folk, popular and contemporary.
The channel will also be streamed live online on the channel's website, www.9xjhakaas.in, and to mobile phones.
9X Media would be launching two channels by year end. The company was earlier planning a Punjabi and a Bengali channel, but changed its plans and is launching the Marathi channel instead.
Similar to the Punjabi channel, 9X Jhakaas will also air a series of humorous animated shows and shorts presented by animated characters speaking in Marathi. The channel will see a new set of characters apart from 9XM's popular Bade-Chote.
The Punjabi music channel was launched on 31 August.
Friday, August 19, 2011
Thursday, August 11, 2011
Industry fears big dip in market
Sunday | August 07, 2011
• News
• Investigation
• Analysis
• Business
• Sports
• Resources
Industry fears big dip in market
MAMTA SEN MUMBAI | 7th Aug
The Sensex crash of 700 points in Mumbai on Friday is being viewed by the business fraternity as a sign of things to come.
Paresh Khandwala, CEO and MD of Khandwala Securities pointed out that the current crash is mainly due to external factors like the compounded failure of the US to control its economy and the further worsening of the European and Asian markets. "Our openings too have been very weak for some time and this appears to be a continuous process. The economy too appears to be slowing down," he said, adding that the markets have been showing a slowdown since last two days and this was expected.
Pradnya Samant of the Maharashtra Economic Development Council pointed out that the US Congress' decision to increase their ceiling on borrowing by a few hundred trillion dollars gave a clear indication that the US economy is in doldrums. "The US budget has proposed cuts in defence, foreign aid and public spending. With America reducing its imports, the exports of Japan, China and Germany too will reduce considerably and affect their economy. India on the other hand has a largest population and major consumer of commodities. So with this current scenario import will become cheaper. But we will need to increase our domestic consumption," Samant said.
Credit policy analyst Makarand Wadekar adds that the Indian market will further lose 100 points on Monday. "Most MNCs in India are dependent on US for their existence," said he.
http://www.sunday-guardian.com/business/industry-fears-big-dip-in-market
• News
• Investigation
• Analysis
• Business
• Sports
• Resources
Industry fears big dip in market
MAMTA SEN MUMBAI | 7th Aug
The Sensex crash of 700 points in Mumbai on Friday is being viewed by the business fraternity as a sign of things to come.
Paresh Khandwala, CEO and MD of Khandwala Securities pointed out that the current crash is mainly due to external factors like the compounded failure of the US to control its economy and the further worsening of the European and Asian markets. "Our openings too have been very weak for some time and this appears to be a continuous process. The economy too appears to be slowing down," he said, adding that the markets have been showing a slowdown since last two days and this was expected.
Pradnya Samant of the Maharashtra Economic Development Council pointed out that the US Congress' decision to increase their ceiling on borrowing by a few hundred trillion dollars gave a clear indication that the US economy is in doldrums. "The US budget has proposed cuts in defence, foreign aid and public spending. With America reducing its imports, the exports of Japan, China and Germany too will reduce considerably and affect their economy. India on the other hand has a largest population and major consumer of commodities. So with this current scenario import will become cheaper. But we will need to increase our domestic consumption," Samant said.
Credit policy analyst Makarand Wadekar adds that the Indian market will further lose 100 points on Monday. "Most MNCs in India are dependent on US for their existence," said he.
http://www.sunday-guardian.com/business/industry-fears-big-dip-in-market
Tuesday, June 21, 2011
My interview in sunday gurdian.
Bihari Babus want Mumbai to start Bhojpuri film awards Print E-mail
MAMTA SEN MUMBAI | 12th Jun
Bhojpuri heroine Monalisa is a Maharashtrian.
he Bihari bureaucrat lobby in Maharashtra wants the state government to come up with awards recognising Bhojpuri cinema. These bureaucrats feel that the awards will not only commemorate the 50th year of Bhojpuri cinema in 2011, but will also help Bhojpuri films attain national status. If the proposal gets cleared, the maiden awards ceremony will be held in November at Mumbai's Bandra Kurla Complex, at a stone's throw from Shiv Sena chief Bal Thackeray's bungalow Matoshree.
"Top female actors in Bhojpuri cinema such as Monalisa and Bhagyashree are Maharashtrians. Even Marathi film producers are raking in crores by producing Bhojpuri films," said a bureaucrat on the condition of anonymity.
He added that the Bhojpuri film industry is the second largest in Mumbai and it is time it got national recognition: "Mumbai is an obvious choice for such awards as Bhojpuri films are shot and produced in the city. Single-screen theatres that do not show Marathi films will screen Bhojpuri films because they are super hits and money-spinners." The bureaucrat however, dismissed the speculation that the attempt was a political move by the Congress government to control the North Indian vote bank in Maharashtra.
Ravi Shankar Srivastav, the chairman of Bihar Foundation, said that they have been urging Bihar Chief Minister Nitish Kumar to hold an award ceremony in Patna, but that they would not mind if any such ceremony is hosted in Mumbai. The foundation, which is patronised by Nitish Kumar, is controlled by bureaucrats from Uttar Pradesh and Bihar. "We thought of the Bandra Kurla Complex as the venue is centrally located and closer to Dharavi, where the Bihari population resides in large numbers," said Srivastav, who is a bureaucrat himself.
Makarand Wadekar, principal consultant of television programming company In Search, said that the popularity of Bhojpuri cinema has increased so much that the Adhikari brothers-owned SAB TV has requested the state government to give subsidy to Bhojpuri films made in Maharashtra. "SAB TV plans to produce and direct Bhojpuri films and talks are currently being held with the state government to construct infrastructure for the same," he said.
"The audience for Bhojpuri cinema cuts across all classes. These films have a huge fan following among Biharis — not just among labourers but also the educated and the elite abroad. With UP elections around the corner the Congress will use this opportunity to derive maximum political mileage. The Maharashtra government is taking a lot of interest to capture the North Indian vote bank," Wadekar said.
On 6 June, the film magazine Cine Bhojpuri hosted its maiden awards ceremony at Mumbai's Rang Sharda auditorium. Congress MP Sanjay Nirupam, who was the chief guest, is said to be planning to come up with his own award ceremony to keep North Indians in Mumbai happy.
Maharashtra Navnirman Sena spokesperson Shirish Parkar said, "We don't mind any number of Bhojpuri awards being hosted in Mumbai but will not like subsidies to be given to Bhojpuri films in Maharashtra."
MAMTA SEN MUMBAI | 12th Jun
Bhojpuri heroine Monalisa is a Maharashtrian.
he Bihari bureaucrat lobby in Maharashtra wants the state government to come up with awards recognising Bhojpuri cinema. These bureaucrats feel that the awards will not only commemorate the 50th year of Bhojpuri cinema in 2011, but will also help Bhojpuri films attain national status. If the proposal gets cleared, the maiden awards ceremony will be held in November at Mumbai's Bandra Kurla Complex, at a stone's throw from Shiv Sena chief Bal Thackeray's bungalow Matoshree.
"Top female actors in Bhojpuri cinema such as Monalisa and Bhagyashree are Maharashtrians. Even Marathi film producers are raking in crores by producing Bhojpuri films," said a bureaucrat on the condition of anonymity.
He added that the Bhojpuri film industry is the second largest in Mumbai and it is time it got national recognition: "Mumbai is an obvious choice for such awards as Bhojpuri films are shot and produced in the city. Single-screen theatres that do not show Marathi films will screen Bhojpuri films because they are super hits and money-spinners." The bureaucrat however, dismissed the speculation that the attempt was a political move by the Congress government to control the North Indian vote bank in Maharashtra.
Ravi Shankar Srivastav, the chairman of Bihar Foundation, said that they have been urging Bihar Chief Minister Nitish Kumar to hold an award ceremony in Patna, but that they would not mind if any such ceremony is hosted in Mumbai. The foundation, which is patronised by Nitish Kumar, is controlled by bureaucrats from Uttar Pradesh and Bihar. "We thought of the Bandra Kurla Complex as the venue is centrally located and closer to Dharavi, where the Bihari population resides in large numbers," said Srivastav, who is a bureaucrat himself.
Makarand Wadekar, principal consultant of television programming company In Search, said that the popularity of Bhojpuri cinema has increased so much that the Adhikari brothers-owned SAB TV has requested the state government to give subsidy to Bhojpuri films made in Maharashtra. "SAB TV plans to produce and direct Bhojpuri films and talks are currently being held with the state government to construct infrastructure for the same," he said.
"The audience for Bhojpuri cinema cuts across all classes. These films have a huge fan following among Biharis — not just among labourers but also the educated and the elite abroad. With UP elections around the corner the Congress will use this opportunity to derive maximum political mileage. The Maharashtra government is taking a lot of interest to capture the North Indian vote bank," Wadekar said.
On 6 June, the film magazine Cine Bhojpuri hosted its maiden awards ceremony at Mumbai's Rang Sharda auditorium. Congress MP Sanjay Nirupam, who was the chief guest, is said to be planning to come up with his own award ceremony to keep North Indians in Mumbai happy.
Maharashtra Navnirman Sena spokesperson Shirish Parkar said, "We don't mind any number of Bhojpuri awards being hosted in Mumbai but will not like subsidies to be given to Bhojpuri films in Maharashtra."
Thursday, April 14, 2011
IPL opens on a strong note
IPL opens on a strong note
Team
(13 April 2011 11:00 pm)
MUMBAI:IPL opens on a strong note Looks like the World Cup hangover does not exist for the Indian cricket fan who just wants more. The fourth edition of the Indian Premier League (IPL) has delivered an average TVR of 4.82, according to data from Tam Sports c&s4+ all India.
By comparison, the first three matches of the World Cup had delivered an average TVR of 3.15. Two of those matches did not feature India.
29 million viewers watched the first match this time around compared to 13 million viewers for the second match and 21 million for the third match.
The opening match between Chennai Super Kings and Kolkata Knight Riders got a TVR of 7.14, an increase over the 7 TVR that the opening match between Deccan Chargers and Kolkata Knight Riders had got last year.
Last year, the IPL had managed an average TVR of 4.6 across the event. Overall, the recently concluded World Cup had a TVR of 3.83. The nine India matches gave a TVR of 12.
The IPL matches' ratings are showing a similar pattern. The second match between the Deccan chargers and Rajasthan Royals got a TVR of 2.39 as it was played early in the evening. The third match between Kochi Tuskers Kerala and Royal Challengers Bangalore got a TVR of 4.94.
Meanwhile, in the Metros c&s4+, the three matches got a TVR of 5.15, a slight drop compared to 5.7 last year, 5.37 in 2009 and 6.25 in the first year.
Interestingly in six metros c&s4+ the digital homes are showing a better TVR, although the reach is much less. The three matches have averaged 6.71 TVR compared to 5.15 otherwise. The opening match got an impressive 9.42 TVR in digital homes compared to 7.77 otherwise.
A media buyer notes that the ratings are in line with what had been expected especially among males. "While one match might have delivered a lower rating, overall the rating is what had been expected. Having said that, it is too early to take a call on the IPL's delivery," he said.
Team
(13 April 2011 11:00 pm)
MUMBAI:IPL opens on a strong note Looks like the World Cup hangover does not exist for the Indian cricket fan who just wants more. The fourth edition of the Indian Premier League (IPL) has delivered an average TVR of 4.82, according to data from Tam Sports c&s4+ all India.
By comparison, the first three matches of the World Cup had delivered an average TVR of 3.15. Two of those matches did not feature India.
29 million viewers watched the first match this time around compared to 13 million viewers for the second match and 21 million for the third match.
The opening match between Chennai Super Kings and Kolkata Knight Riders got a TVR of 7.14, an increase over the 7 TVR that the opening match between Deccan Chargers and Kolkata Knight Riders had got last year.
Last year, the IPL had managed an average TVR of 4.6 across the event. Overall, the recently concluded World Cup had a TVR of 3.83. The nine India matches gave a TVR of 12.
The IPL matches' ratings are showing a similar pattern. The second match between the Deccan chargers and Rajasthan Royals got a TVR of 2.39 as it was played early in the evening. The third match between Kochi Tuskers Kerala and Royal Challengers Bangalore got a TVR of 4.94.
Meanwhile, in the Metros c&s4+, the three matches got a TVR of 5.15, a slight drop compared to 5.7 last year, 5.37 in 2009 and 6.25 in the first year.
Interestingly in six metros c&s4+ the digital homes are showing a better TVR, although the reach is much less. The three matches have averaged 6.71 TVR compared to 5.15 otherwise. The opening match got an impressive 9.42 TVR in digital homes compared to 7.77 otherwise.
A media buyer notes that the ratings are in line with what had been expected especially among males. "While one match might have delivered a lower rating, overall the rating is what had been expected. Having said that, it is too early to take a call on the IPL's delivery," he said.
Tuesday, April 12, 2011
IPL’s value down 11% to $3.67 bn as honeymoon period is over: BrandFinance
IPL’s value down 11% to $3.67 bn as honeymoon period is over: BrandFinance
Insearchindia.com Team
(11 April 2011 4:20 pm)
MUMBAI: As India's cricket board is trying to clean up its biggestcricket-entertainment property, there are still questions looming over the business model of the Indian Premier League (IPL). The addition of two teams has only added to the financial woes as the overall brand value of the IPL has eroded.
The IPL is valued at $3.67 billion, down 11 per cent from $4.13 billion a year-ago, as there are dark clouds raised over governance policies, according to BrandFinance India, the company which specialises in brand valuations.
“The IPL juggernaut has hit a speed breaker with an erosion of $460 million of its long-term value. As costs like players' wages rise, the early commercial success of IPL will be tested and the honeymoon is well and truly over,” BrandFinance India MD M Unni Krishnan said.
The IPL branded ecosystem’s long–term sustainability is being subjected to a “stress test” from various forces. IPL’s sustainability will, thus, largely depend on infusing governance policies to align all the stakeholders towards win–win relationships and thereby preserving the value in the long run.
The BrandFinance report noted that much of the brand’s initial value was built through a range of attention getting activities, which now needs to be consolidated through values driven patronage across all stakeholders.
The report chalked out various factors on which the business model as a whole will be dependent. These are:
Ability to institutionalise governance processes to safeguard IPL’s ability to inspire trust flows across stakeholders which will sustain the business model’s cash flows.
Prudent financial management and corporate discipline to ensure commercial success at an individual franchisee level as costs like player’s wages shoot up.
Nurture and establish new, or improved, revenue streams so that franchisees can leverage their popularity through more diverse merchandising or new income streams.
Retaining the engagement levels with current and potential fan bases even as young Indians get exposed to new game formats and interest in other sports.
Stickiness of sponsors who may have more options. Initial enthusiasm could wane in the light of IPL’s own economic performance.
The report, however, conceded that despite all the challenges, the IPL has remained a robust asset. "Its owners face a choice. Either they can reform the system inside out or face a meltdown in the not so distant future," the report cautioned.
At a broader level, the IPL is emblematic of Indian commercial and sporting prowess to the world. Oddly enough, the IPL also represents the dark microcosm of an epidemic of corruption and short–term frenzy to make a fast buck which has swept India like an avalanche over the last year,” the report added.
IPL Franchises:
The combined trademark value of all the eight franchisees for 2011 is pegged at $355.22 million, slightly higher than $333.35 million in 2010.
BrandFinance, which took the eight original eight teams into consideration, categorised the teams into three brackets. The ‘breakaway brands’ consisted of Mumbai Indians, Chennai Super Kings and Royal Challengers. BrandFinance said that these franchisees seem to have worked out the secret sauce of sporting success. “Consistency and coherence across various dimensions of cricketing and marketing excellence along with governance holds the key,” it said. (For valuation, see the table).
Mumbai Indians has made significant gains due to meticulous focus on nurturing a core team under Sachin Tendulkar, strong fan engagement efforts, sponsorship and merchandising. What makes it stand out is also the strong commitment to use the platform for the larger good like “Education for All’. It is not a mere coincidence that all the three ’breakaway brands’ are owned by large business houses, the report noted.
Meanwhile, Kolkota Knight Riders, Delhi Daredevils and Deccan Chargers are the “middle of the road brands”. They are in a state of flux and seem to have lost their balance in key areas of cricketing excellence aka the product.
The third in the category are the "Stragglers" and consist of Rajasthan Royals and Kings XI who have their work cut out in getting their houses in order.
Insearchindia.com Team
(11 April 2011 4:20 pm)
MUMBAI: As India's cricket board is trying to clean up its biggestcricket-entertainment property, there are still questions looming over the business model of the Indian Premier League (IPL). The addition of two teams has only added to the financial woes as the overall brand value of the IPL has eroded.
The IPL is valued at $3.67 billion, down 11 per cent from $4.13 billion a year-ago, as there are dark clouds raised over governance policies, according to BrandFinance India, the company which specialises in brand valuations.
“The IPL juggernaut has hit a speed breaker with an erosion of $460 million of its long-term value. As costs like players' wages rise, the early commercial success of IPL will be tested and the honeymoon is well and truly over,” BrandFinance India MD M Unni Krishnan said.
The IPL branded ecosystem’s long–term sustainability is being subjected to a “stress test” from various forces. IPL’s sustainability will, thus, largely depend on infusing governance policies to align all the stakeholders towards win–win relationships and thereby preserving the value in the long run.
The BrandFinance report noted that much of the brand’s initial value was built through a range of attention getting activities, which now needs to be consolidated through values driven patronage across all stakeholders.
The report chalked out various factors on which the business model as a whole will be dependent. These are:
Ability to institutionalise governance processes to safeguard IPL’s ability to inspire trust flows across stakeholders which will sustain the business model’s cash flows.
Prudent financial management and corporate discipline to ensure commercial success at an individual franchisee level as costs like player’s wages shoot up.
Nurture and establish new, or improved, revenue streams so that franchisees can leverage their popularity through more diverse merchandising or new income streams.
Retaining the engagement levels with current and potential fan bases even as young Indians get exposed to new game formats and interest in other sports.
Stickiness of sponsors who may have more options. Initial enthusiasm could wane in the light of IPL’s own economic performance.
The report, however, conceded that despite all the challenges, the IPL has remained a robust asset. "Its owners face a choice. Either they can reform the system inside out or face a meltdown in the not so distant future," the report cautioned.
At a broader level, the IPL is emblematic of Indian commercial and sporting prowess to the world. Oddly enough, the IPL also represents the dark microcosm of an epidemic of corruption and short–term frenzy to make a fast buck which has swept India like an avalanche over the last year,” the report added.
IPL Franchises:
The combined trademark value of all the eight franchisees for 2011 is pegged at $355.22 million, slightly higher than $333.35 million in 2010.
BrandFinance, which took the eight original eight teams into consideration, categorised the teams into three brackets. The ‘breakaway brands’ consisted of Mumbai Indians, Chennai Super Kings and Royal Challengers. BrandFinance said that these franchisees seem to have worked out the secret sauce of sporting success. “Consistency and coherence across various dimensions of cricketing and marketing excellence along with governance holds the key,” it said. (For valuation, see the table).
Mumbai Indians has made significant gains due to meticulous focus on nurturing a core team under Sachin Tendulkar, strong fan engagement efforts, sponsorship and merchandising. What makes it stand out is also the strong commitment to use the platform for the larger good like “Education for All’. It is not a mere coincidence that all the three ’breakaway brands’ are owned by large business houses, the report noted.
Meanwhile, Kolkota Knight Riders, Delhi Daredevils and Deccan Chargers are the “middle of the road brands”. They are in a state of flux and seem to have lost their balance in key areas of cricketing excellence aka the product.
The third in the category are the "Stragglers" and consist of Rajasthan Royals and Kings XI who have their work cut out in getting their houses in order.
Subscribe to:
Posts (Atom)