MxMIndia

Tag: Reliance

  • A Tale of Two Mergers, and the Future that Beckons

    A Tale of Two Mergers, and the Future that Beckons

    Shailesh KapoorIt was in December 2021 that we first heard an official announcement of the Sony-Zee merger. It took a little more than two years for that merger to be finally called off, unless we have another surprise in the offing. Since last year, there has been buzz about the Reliance-Disney deal. Earlier this week, there has been a formal announcement, leading to the creation of an Indian media behemoth, if there ever was one.

    Whenever someone has asked me this week what I think of the merger, my first response is that I’m glad it’s finally done. For more than two years, the news on these mergers have dominated attention, and now, we can move on. To more interesting things like content, marketing, technology, monetisation, the works.

    It’s largely speculative to predict how a merger of the nature of the Reliance-Disney one will impact the future of the industry. From the consumer side, there is unlikely to be any impact in the short term. Audiences eventually respond to content, marketing, and pricing, and it’s not currently clear how any of that is likely to be impacted. The first impact is felt at the level of the teams, as restructuring exercises are a natural outcome. Implementation of product and brand strategies can take their time, sometimes years.

    The Indian television industry is in the middle of a tough period. From single-digit percentage growth scenarios, it is now looking at potential degrowth in the coming year or two, however notional, in both revenues and subscribers. Of course, all the talk of young people not watching TV at all is highly exaggerated, and comes from a place of privilege. But there is no escaping the fact that linear television is no longer the first-choice destination of a section of audiences in India.

    But it’s not as if streaming is thriving. We are well past the pandemic-induced honeymoon period, and the reality that the Indian consumer is not willing to shell out the bucks for paid subscriptions is now upon us.

    The leadership team at Reliance-Disney has its task cut out, as do other major players in the category, including Sony and Zee. The next two-three years are going to see potential trend creation, across domains, ranging from streaming to linear TV to theatrical to news to sports. New rules will be written, and technology could play a decisive role. How exactly though? No one knows for sure. Technology giants Google and Meta are going to be very much at the centre of it all, enabling and influencing content and monetization decisions more than ever before.

    Successfully or not, the mergers are done with. The real excitement starts now.

  • The Reliance-Disney deal in 10 points

    The Reliance-Disney deal in 10 points

    1. Reliance Industries Limited (RIL), Viacom 18 Media Private Limited (Viacom18) and The Walt Disney Company (Disney) announced on Wednesday the signing of binding definitive agreements to form a joint venture that will combine the businesses of Viacom18 and Star India. As part of the transaction, the media undertaking of Viacom18 will be merged into Star India Private Limited (SIPL) through a court-approved scheme of arrangement.

    2. The Board of Directors of the Company, at its meeting held on Wednesday, approved primary investment of Rs 11,500 crore (~US$ 4 billion) in Star India Private Limited (SIPL) to acquire 16.34% of the paid up equity share capital of SIPL in terms of the subscription agreement between the Company and SIPL. SIPL was incorporated on February 8, 1994. The turnover of SIPL, as per its audited standalone financial statement, for financial years 2022-23, 2021-22 and 2020-21 was Rs 17,332.78 crore, Rs 15,500.77 crore and Rs 11,761.90 crore, respectively.

    3. The transaction values the JV at ₹70,352 crore (~US$ 8.5 billion) on a post-money basis, excluding Post completion of the above steps, the JV will be controlled by Reliance Industries (RIL) and owned 16.34% by RIL, 46.82% by Viacom18 and 36.84% by Disney. Disney may also contribute certain additional media assets to the JV, subject to regulatory and third-party approvals. Currently, Paramount also has 13% stake in Viacom18, but there are rumours that it may exit the venture in some time.

    4. Uday Shankar and James Murdoch (Lupa Systems) own Bodhi Tree Systems which owns 13% of Viacom18.

    5. Nita M Ambani will be the Chairperson of the JV, with Uday Shankar as Vice Chairperson providing strategic guidance to the JV.

    6. Disney to provide content licence to the joint The JV see the coming together of the linear TV and digital streaming properties from both stables. That is: Star Plus, Colors, Star Sports and Sports18. All the regional channels.

    7. Jio Cinema and Hotstar are likely to be merged.

    8. The JV will have over 750 million viewers across India and will also cater to the Indian diaspora across the world. So basically it will be the combination of the media expertise, cutting-edge technology and diverse content libraries of Viacom18 and Star Plus the domestic and global entertainment content and sports livestreaming services. Also. Disney’s films and shows to Viacom18’s renowned productions and sports offerings. The JV will also be granted exclusive rights to distribute Disney films and productions in India, with a licence to more than 30,000 Disney content assets, providing a full suite of entertainment options for the Indian consumer.

    9. The transaction is subject to regulatory, shareholder and other customary approvals and is expected to be completed in the last quarter of Calendar Year 2024 or first quarter of Calendar Year 2025. This includes the all-important clearances from the Competition Commission of India (CCI).

    10. The news operations of Reliance Industries (under Network18 Media & Investments Limited) are not part of this deal.

  • The question that comes to mind is – for festivals such as Makar Sankranti, what is the outcome that marketers expect, asks Kunal Sinha

    It’s Sankranti, and kites in the sky…

     

     

    By Kunal Sinha

     

    Kunal SinhaToday is Makar Sankranti, a day millions of bright kites are taking to the sky. It is also the harvest festival, with Lohri / Pongal / Bihu / Uttarayan being celebrated in different regions of India.

     

    Every year, Ahmedabad hosts the International Kite Flying Festival. According to the chief minister of Gujarat, the kite-making industry had grown to a size of Rs 625 crore, giving employment to 1.3 lakh people of the state in 2023. The state produces 40% of India’s kites.

     

    Production of kites and kite supplies can be seen on the streets of Ahmedabad beginning in November, to get ready for Uttarayan, and nowhere more so than in Patang Bazaar, the special kite market that appears in the old city. For the week preceding the festival, it is open 24 hours a day for all kite-lovers to stock up for the festivities.

     

    This year, 153 kite-flyers from 55 countries, 68 national kite-flyers from 12 states, and 865 flyers from 23 cities across Gujarat participated in the festival.

     

    According to Vinod Joshi, director of Jajam Foundation and a heritage researcher based in Jaipur, Maharaja Sawai Ram Singh, who ruled between 1835-80, brought the tradition of kite flying from the Awadh region to Jaipur. Special kites made of cloth that were called ‘Tukkal’ were made for the royals. As they flew kites from the palace terrace, it attracted the general public, later becoming a community event on Makar Sakranti. On that day, Rajasthan Tourism now organises a festival on the lakeside of Jal Mahal Palace in Jaipur in which the entire city participates in kite flying.

     

    Kolkata’s obsession with kites apparently started way back in 1856 when the last Nawab of Awadh, Wajid Ali Shah, was exiled to the banks of Hooghly and he finally settled in Metiabruz. Apart from kites, the Nawab also brought with him his other obsessions like wrestling and poetry meets. Legend goes that tired of being beaten by rival kite-fliers, the Nawab apparently wanted his kite strings to be coated with diamond dust! Kite-flying was a passion among the “Babus” of Bengal in the early 19th century and this had prompted the growth of several kite-making units all over the city, primarily in the northern fringes of the city.

     

    It wasn’t surprising, then, to find social media awash with kite imagery this morning.

     

    Cadbury and Coca-Cola have gone all out with their brand colours in their posts.

     

     

    Coca Cola India:

    https://www.facebook.com/watch/?v=541281739707896

     

    Reliance Mall combines kites with feasting:

    https://www.instagram.com/reel/C14nq2VhvuV/?igsh=MTNhMndqbzJhdXZ0aA%3D%3D

     

    While for Ashirwad Svasti milk, it’s an occasion for traditional food like dahi-chura:

    https://www.instagram.com/reel/C2AC20wIgkg/?igsh=MXdxbjNxNXUxeW85dA%3D%3D

     

    Haldiram’s wishes are about festive sweets, with their post featuring sweets like gajak.

    https://www.linkedin.com/posts/haldiram-snacks-pvt.ltd._makarsankranti-haldirams-activity-7152164629484314624-Q2pd/?utm_source=share&utm_medium=member_ios

     

    The question that comes to mind is – for festivals such as Makar Sankranti, what is the outcome that marketers expect?

     

    Unlike the Dassera and Diwali festive season, when as many as 84% of Indians increase their shopping budgets, or Karwa Chauth and Akshay Tritiya, which have been turned into shopping festivals for jewellery, fashion, homes and cars, Makar Sankranti / Lohri appear to be purely expressive festivals.

     

    Is the purpose of these campaigns to create and strengthen interesting brand association and build relevance to culture? That might well be the case for Fevicol or Kokuyo Camlin, which are aids to craft and creativity, or Youva, a stationery brand that is all about expression, or Asian Paints – to strengthen its association with colour.

     

    https://www.facebook.com/story.php?story_fbid=789198123247200&id=100064710577423&mibextid=WC7FNe

     

    For other brands, the mere temptation for wordplay / visual puns can end up as howlers. Sample this (from last year’s campaigns):

    Happy Makar Snackranti (Pillsbury)

    Let your taste buds fly high (Nature’s basket)

    Give wings to your dreams (McDonalds)

    Don’t let inflation affect your income; invest in SIP (SBI Mutual Fund)

     

    What stands out amongst the Sankranti campaigns is Linen Club’s campaign which pays tribute to the rich culture of Andhra Pradesh. With Sankranti being about letting go of past habits and adopting something new, it celebrates the bhogi ritual in which old belongings are ceremoniously burnt in the fire to make way for the new.

     

    If kite-flying is about craft and creativity, what stops brands from celebrating the artisans who come up with new designs every year? If it about the competition that plays out amongst the patang baazs of Old Delhi, Varanasi and Lucknow, why not tell stories about them?

     

    Aah, that would require creatives to leave their desks, get out into the hustle-bustle of the marketplace, interview folks and document their story. And for clients to actually fund it. Hopefully we’ll see some of that next year!

     

    Wish you a happy Makar Sankranti / Lohri / Bihu / Pongal / Uttarayan!

     

  • To make high-fashion accessible to the youth

    Mullen Lintas chosen AOR  for Reliance fashion brand Yousta

    By Our Staff

     

    Mullen Lintas Mumbai, has been chosen as the creative agency of record for Yousta, the youth-focused fashion brand under the umbrella of Reliance Retail. The account will be managed by the Mumbai office of Mullen Lintas.

     

    Said Hari Krishnan, CEO, Mullen Lintas: “We are delighted to have won the mandate for Yousta. Fast Fashion is a booming category that is seeing many disruptions and innovations in terms of products and formats. Using Mullen Lintas’ ‘Challenger Thinking’ framework we were able to craft a sharp brand strategy and a compelling narrative for Yousta, which we’re confident would make the desired impact for the brand. We look forward to partnering Yousta and making it one of the most preferred fashion destinations in the country.”

     

  • The objective is to "leverage the strengths of both entities to create captivating content inspired by real-life stories"

    Reliance Entertainment & Mid-Day Infomedia ink pact

    By Our Staff

     

    Reliance Entertainment, the Reliance ADAG group company, and Mid-Day Infomedia Limited, a 100% owned subsidiary of Jagran Prakashan Limited, have announced a “strategic collaboration” to “leverage the strengths of both entities to create captivating content inspired by real-life stories”.

     

    Said Chhitra Subramaniam, Senior Vice President, Creative & Production, Reliance Entertainment: “We are thrilled to join forces with Jagran Group, a venerable institution in Indian media. This collaboration reflects our shared commitment to delivering impactful and engaging content to audiences. By blending Reliance Entertainment’s creative & producing prowess with Jagran Group’s deep-rooted understanding of real-life stories, we aim to create content that resonates deeply with people from all walks of life.”

     

    Added Shailesh Gupta, Director of Mid-Day Infomedia Limited and Whole-Time Director of Jagran Prakashan Limited: “Our collaboration with Reliance Entertainment aligns seamlessly with our mission to connect with audiences on a profound level through meaningful narratives. The power of storytelling is immense, and together, we can harness this power to bring stories that inspire, inform, and entertain.”

     

  • Customers can now have access to Shutterstock's content via Reliance

    Reliance Content Studios partners with Shutterstock

    By Our Staff

     

    Reliance Content Studios (RCS), a division of the Anil D Ambani-owned Reliance Entertainment Studios Pvt. Ltd has announces the expansion of its reseller partnership with Shutterstock Inc.

     

    Said Yvonne Januschka, Vice President of APAC Sales at Shutterstock: “Our customers in India are actively searching for high-quality content to supercharge their storytelling, and we are excited to offer our entire library and innovative line of products to new and existing clients in partnership with Reliance Content Studios. Through this initiative, Shutterstock demonstrates that it is able to meet customers wherever they are in the world, by offering transactions in local currencies and support in local languages.”

     

    Added Ali Battiwala, National Sales Head at Reliance Content Studios: “We’re thrilled to partner with Shutterstock. a market leader operating in a multi-crore industry maintaining its leadership position. With the rising AI trend in India, this collaboration perfectly aligns with Reliance Content Studios’ mission to offer top-notch stock content solutions to our valued clients. Providing access to Shutterstock’s vast collection of images and videos empowers creative professionals and production houses to elevate their projects. This partnership marks a pivotal moment for us in the Indian market, where we look forward to contributing to its growth and success.”

     

  • The Reliance initiative will be exclusive Broadcast Production partner for League

    Ceat Indian Supercross Racing League partners with Rise Worldwide

    By Our Staff

     

    Ceat Indian Supercross Racing League (ISRL) announced its partnership with Rise Worldwide Limited, a Reliance initiative.

     

    Under this exciting partnership, Rise Worldwide Limited will serve as the exclusive Broadcast Production Partner for Ceat ISRL. With their expertise and proven track record in creating exceptional sporting events like U-17 FIFA World Cup, Hero ISL since the inception, AFC Champions League & Women’s Asia Cup, and sports documentaries for FIFA’s online platform FIFA+ to name a few, Rise Worldwide Limited will work closely with ISRL to enhance the presentation, production, and broadcast of the Supercross league, captivating audiences and elevating the sport to new heights.

     

    The collaboration will focus on developing innovative strategies to engage fans and enhance the viewer experience. Rise Worldwide Limited will contribute its unparalleled production expertise, introducing cutting-edge technologies, and implementing world-class standards to deliver captivating coverage of ISRL events. This partnership will bring forth a fresh and dynamic approach to Supercross, combining thrilling on-track action with immersive storytelling and captivating visuals.

     

    Speaking about the collaboration, Veer Patel, Co-Founder and Director, Supercross India Pvt Ltd. said: “We are thrilled to join forces with Rise Worldwide as our exclusive Broadcast Production partner. Their extensive experience and expertise in the sports and entertainment industry make them an ideal partner to help us transform the Supercross experience in India. Together, we aim to create an aweinspiring spectacle that will captivate fans and elevate the sport to unprecedented levels of excitement and engagement.”

     

    Expressing his enthusiasm for the partnership, James Rego, Head of Broadcast, Rise Worldwide Ltd. added: “We are excited to collaborate with CEAT Indian Supercross Racing League and bring our production expertise to this groundbreaking initiative. Through our partnership, we aim to redefine the way Supercross is presented and experienced, creating an electrifying atmosphere that resonates with fans across the nation. Together, we will create a global extravaganza that showcases the immense talent and passion of the man and the machine.”

     

  • Consistence in communication is key for a brand, writes Sanjeev Kotnala

    How Scarecrow is winning it for Reliance Jewels

     

     

     

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    Reliance Jewels- Scarecrow M&C Saatchi – consistency in communication 

    The brand building says that once a brand finds its unique appeal and develops a unique or easily associated and recognisable communication style, it should be consistent. And, if possible, frequently surprise the audience with a different interpretation of the same, evolving with the consumers’ needs and changing ecosystem. Ariel – Share the Load is a case in point. The brand concept has evolved with time, retaining the basic parameters and testing the coordinated repeatedly. It has been consistent, and the thought is strongly associated with the brand. Ariel’s latest communication remains rooted in the thought and has moved from being asked to share the load to an expression of new coordinates of self-realisation. Make My Trip, Frooti, and Dream11 are some other brands consistent with their communication approach and language. Another brand that has been hugely consistent with its approach and communication style has been Reliance Jewels, and Scarecrow M&C Saatchi has been creating some unique communication language for them.

     

    Reliance Jewel Akshaya Tritiya

    In the recent Akshaya Tritiya communication, the brand captured the more than 1000 years old history of Thanjavur’s art & architecture. Thanjavur – a mystical Kingdom and the cultural capital of spellbinding art and Dravidian architecture. Watch the Tamil version here.

    This is not the first time the jewel brand ( Reliance ) and the agency has based the collection and the communication on Indian traditions, culture, dance forms and heritage.

    A note from the agency updates that the inspiration behind Thanjavur is its intricately carved stones of the temples, the excellent craftsmanship of Poompuhar ships, the artistic traditions of Bommai Dolls, and the vibrant interiors of Thanjavur Darbar Hall. The reliance Jewels Akshaya Tritiya Thanjavur collection reflects and pays tribute to nuances of this craftsmanship from the artisans of Thanjavur. The film is a result of a deep study of the history and conversations with experts in different fields.

    Music in the film is an essential element and captures the flavours of Thanjavur. The song is written in Gambheera Nattai raga and pays tribute to the ancient temples. The Hindi version of the song is written by Manish Bhatt. The film is long at 207 seconds, capturing the musical journey of two young girls; a dance choreographer and her friend. However, Manish Bhatt, Founder Director Scarecrow M&C Saatchi, believes that capturing the 1000 years of history in this short duration is an achievement. The Thanjavur typeface was also created to complement the collection and the traditional craft.

    The brand- Reliance Jewel’s thematic jewellery collections are an ode to the country’s diverse culture and are appreciated by customers. This is, in a way, season 7.0 of such a thematic collection.

     

    Reliance Thematic Collection Communication.

    Every year Scarecrow M&C Saatchi with the client, creates a 2 to 5-minute long music-song song-led film based on the culture/art/ history that has inspired the Jewellery Collection.

    Here are some of the films/

    UTKALA – collection inspired by Odisha’s Ancient Art Heritage.

    KAASYAM – collection inspired by Beauty & Divinity of Banaras

    RANNKAAR collection Inspired by Rann of Kutch. And here is the behind the scene for the campaign.

    MAHALAYA collection inspired by the Tribal, Ancient & Royal Heritage of Maharashtra.

     

    Net Net.

    Indian culture, heritage, design, and craft have so much to inspire creativity in jewellery design. I am biased toward such an approach to thematic collection and communication. By being consistent with the thematic collections and communication style, the brand is creating a niche for itself.

     

  • In new packaging with cola, lemon and orange flavours

    Reliance brings back Campa with Elephant

    By Our Staff

     

    Reliance Industries relaunches Campa Cola in a completely transformed avatar. A popular brand from the 1970s and 1980s, is now being launched in cola, lemon and orange flavours.

     

    The rebranding echoes brand’s bold & confident personality, where the use of deep purple is complemented by category-defining red in the Campa ‘swoosh’.

     

    The all-new Campa Cola packaging has been conceived by Elephant design-led strategic consultancy.

     

    Said Ashwini Deshpande, Co-founder & Director, Elephant: “Rebranding Campa was once in a lifetime opportunity. How many independent brand agencies can claim to develop a megastar cola brand? With the ambition & resources of Reliance team, we had a solid backing for venturing into new ways of bringing the brand to life. As we had a consensus that Campa would be built on the codes of being confident, unpretentious, and highly differentiated, there was no need for creating multiple brands for different flavors as the attitude and promise would remain consistent across all Campa beverages. This would also be a ‘first’ in this category.”

     

    Explains Nidhi Isaac, Director – Brand & Design, Elephant: “We set out to develop a contemporary brand for the confident young India. We believe branding is about helping consumers identify with the product and navigate better; whether through e-commerce or on retail shelves. Our work is always focused on people and guiding them towards the right choices.”

     

  • Conceptualised and produced by agency EmotionalFulls

    Reliance-backed Fynd Platform launches ad campaign

    By Our Staff

     

    Reliance-owned startup Fynd has rolled out an ad titled ‘Retail ka Naya address!’ to promote the Fynd platform. The ad campaign is conceptualised and produced by agency EmotionalFulls.

     

    Said Ragini Varma, Growth Lead at Fynd Platform: “Covid-19 has made the traditional business method obsolete. It has opened the doors for embracing the digital route and online transactions. As a result, it became challenging for small retailers to continue their survival as they lacked resources, proper understanding, and knowledge for starting their business online. Witnessing such a backdrop, we have helped these retailers to start their online businesses to cater to the changing customer preferences with the right guidance and support. We have helped these brands undergo a digital transformation by solving various problems related to delivery assistance, payment gateway integration, data insights with tracking and analytics, etc. We have launched our latest ad campaign to further extend our support to businesses in need and urge them to integrate with us.”

     

     

  • The duo’s Bodhi Tree Systems will be major shareholders alongside Reliance & Paramount Global

    He’s back! Uday Shankar teams up with James Murdoch to invest Rs 13.5kcr in Viacom18

    By Our Staff

     

    It’s official. Reliance and Viacom18 have announced a strategic partnership with Bodhi Tree Systems, which is a platform of James Murdoch’s Lupa Systems and Uday Shankar, to form one of the largest TV and digital streaming companies in India.

    Bodhi Tree Systems is leading a fund raise with a consortium of investors to invest Rs 13,500 crore in Viacom18, to jointly build India’s leading entertainment platform and pioneer the Indian media landscape’s transformation to a “streaming-first” approach. Viacom18 owns and operates the suite of Colors TV channels and OTT platform, Voot.

    Reliance Projects & Property Management Services Limited, a wholly-owned subsidiary of Reliance Industries which has significant presence in television, OTT, distribution, content creation, and production services, will invest Rs 1,645 crore. In addition, the popular JioCinema OTT app will be transferred to Viacom18. Paramount Global (formerly known as ViacomCBS), a leading global media and entertainment company which owns CBS, Showtime Networks, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Paramount+ and Pluto TV will continue as a shareholder of Viacom18 and will continue to supply Viacom18 its premium global content.

    Bodhi Tree Systems, a newly formed platform between Lupa Systems Founder and CEO James Murdoch and Uday Shankar, the former president of The Walt Disney Company Asia Pacific and former Chairman of Star and Disney India, will leverage the partners’ shared track record of building iconic businesses and shaping the media landscape in India and globally. Qatar Investment Authority (QIA), the sovereign wealth fund of the State of Qatar, is an investor in Bodhi Tree Systems.

    Speaking about the partnership, Mukesh D Ambani, Chairman & Managing Director of Reliance Industries, said, “James and Uday’s track record is unmatched. For over two decades, they have played an undeniable role in shaping the media ecosystem in India, Asia, and around the world. We are very excited to partner with Bodhi Tree and lead India’s transition to a streaming-first media market. We are committed to bringing the best media and entertainment services for Indian customers through this partnership.”

    Added Murdoch and Shankar: “We could not be more pleased to announce our new partnership. Our ambition is to leverage technology advances, particularly in mobile, to provide meaningful solutions to meet everyday media and entertainment needs at scale. We seek to reshape the entertainment experience across more than 1 billion screens.”

    The transaction is expected to close within six months and is subject to closing conditions and requisite approvals.

    Cyril Amarchand Mangaldas and Khaitan & Co provided legal advisory and documentation support to RPPMSL and Viacom18. PWC and BDO provided independent valuation of the Jio Cinema business and Viacom18; Citi and HSBC acted as financial advisors to TV18 and RPPMSL respectively. AZB & Partners was the legal advisor to Bodhi Tree while EY provided diligence services to Bodhi Tree. JSA was the legal advisor to Paramount Global.

     

  • The Indian Premier League broadcast rights auction in June will impact the landscape of Indian media, writes Shailesh Kapoor

    On the field and off it: The big IPL year

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorThe biggest sporting event in India is currently underway. With each passing year, IPL seems to only grow in stature and brand value. This time, there are two new franchises, and the spectators are back in the stands too, albeit with a cap of 25 per cent. More franchises mean more matches and more talent on display, all of which eventually leads to higher monetization and valuation of brand IPL.

     

    But the eyes this year are not just on the ongoing IPL but also on what’s to follow on the IPL front over the next few weeks. IPL broadcast rights are up for renewal, and we are set to see a fierce battle in the auctions scheduled for mid-year.

     

    IPL is a crown jewel for Disney (Star), not just in India, but even worldwide. Hotstar, on the back of IPL, contributes more than 30 per cent to Disney+’s global subscriber base. Needless to say, Star India will stretch itself beyond its limits to retain both television and streaming rights.

     

    But there’s the newly-merged entity that goes by the working title Zee-Sony, which is a serious contender. Sony has been down the IPL road before, being the first ones to put their money on it, when the league was only an experiment, not a proven success story. With the combined might of two big networks, Star India’s competition is tougher than it was five years ago.

     

    Add Reliance (Viacom) to the mix, and we have a three-way tussle for IPL rights on the cards. BCCI’s decision to not go for combined bids this year makes things even more interesting, because it puts streaming platforms like Amazon Prime Video into the reckoning, along with Google and Facebook.

     

    No amount of speculation can prepare us what may eventually happen when the e-auction commences on June 12 this year. But whatever the outcome is, it will shape the landscape of the Indian media industry for the next few years, even the next decade.

     

    The television industry is India has been struggling for relevance, despite being the medium with the highest reach, and by some margin too. IPL (and cricket in general) is one of the few things that keeps television relevant to the times, as far as media planning and buying goes. Digital viewership may have gone up, but television remains the dominant medium of sports consumption. The entire television industry, and the advertisers’ group (brands and media agencies), will be keenly awaiting the outcome.

     

    Till then, there’s some real cricket on the grounds to keep us busy. For another seven weeks, the cricketing action will continue to enthrall millions across the nation. It will also act as a reminder for the potential bidders everyday, on how big the opportunity in front of them is.