IPL in South Africa - Comments from Media Professionals
I asked a question in a previous post a few days back on what is going to be the effect of the IPL being moved to an international location this year on viewer behavior and what impact, if any, will this have on media revenues during the season.
Well apart from the expert comments I received from two of our "panel" experts - Abhishek and Ajit, I also came across this article on exchange4media.com where some eminent media professionals of the country have shared their thoughts and I quote below:
Nandan Srinath, COO - Radio Mirchi:
“Cricket always has had healthy revenues. Now, even though the matches won’t be played in India, the viewerships would not be affected”. He added, “So, basically other than the venue change, everything else pretty much remains the same.” He further said that the ad campaigns for IPL would go on air at the FM station in the coming week.
Anant Chakravarty, Sr. VP - Big FM:
“Although we have not finalised a fixed revenue figure, we have already started working towards the campaigns and various advertising packages. With the change of venue now, the only difference in terms of advertisements is the variation in the content that we are going to create. There is a little ambiguity regarding the dates, but once that is cleared, we will be out with our ad campaigns.”
Neeraj Chaturvedi, Delhi Station Head, Fever FM:
“According to me, all the three media – print, television and radio – will miss out on some revenue with the tournament being played outside India. Personally, I would have never wanted the venue to be shifted.”
(a bit of trivia - did you know Fever FM is Virgin Radio's India venture? I didn't!)
So there doesn't seem to be a clear verdict yet on how media will be affected. Personally I think while agencies which handle on-ground promos and activities will definitely miss out on the revenus and brands the opportunity to make a solid connect with the consumers on the ground, traditional media like television and radio will only gain viewership from last year.
Well apart from the expert comments I received from two of our "panel" experts - Abhishek and Ajit, I also came across this article on exchange4media.com where some eminent media professionals of the country have shared their thoughts and I quote below:
Nandan Srinath, COO - Radio Mirchi:
“Cricket always has had healthy revenues. Now, even though the matches won’t be played in India, the viewerships would not be affected”. He added, “So, basically other than the venue change, everything else pretty much remains the same.” He further said that the ad campaigns for IPL would go on air at the FM station in the coming week.
Anant Chakravarty, Sr. VP - Big FM:
“Although we have not finalised a fixed revenue figure, we have already started working towards the campaigns and various advertising packages. With the change of venue now, the only difference in terms of advertisements is the variation in the content that we are going to create. There is a little ambiguity regarding the dates, but once that is cleared, we will be out with our ad campaigns.”
Neeraj Chaturvedi, Delhi Station Head, Fever FM:
“According to me, all the three media – print, television and radio – will miss out on some revenue with the tournament being played outside India. Personally, I would have never wanted the venue to be shifted.”
(a bit of trivia - did you know Fever FM is Virgin Radio's India venture? I didn't!)
So there doesn't seem to be a clear verdict yet on how media will be affected. Personally I think while agencies which handle on-ground promos and activities will definitely miss out on the revenus and brands the opportunity to make a solid connect with the consumers on the ground, traditional media like television and radio will only gain viewership from last year.
