10 Trends to look forward to in Sports Broadcasting

16 Apr,2015

 

By Jai Lala

 

2014 has undoubtedly been a great year for Sports in India, and in turn it has also opened up new avenues for the broadcasting and advertising community. With India making a foray into League sports, and games other than cricket making a mark, one can look forward to exciting times in 2015 for the Sports Broadcasting Industry.

 

Here are 10 Trends to look forward to in Sports Broadcasting

 

1. From a single sports country to a multi-sport country: We are witnessing sports boom in India. Hockey, Badminton, Kabbadi, Tennis are seeing reach like never before. Albeit it is still smaller compared to cricket it is growing and we are seeing growing interest from advertisers and viewers alike.

 

2. TV+ Digital the lines are blurring: World cup had more than 25 million views on Digital. IPL is slated to surpass that in the 2015 season. Is it just catch up TV or is it individual viewing only time will tell but currently the lines are blurring. World Cup on Starsports.com was sponsored by the biggest names in cricket advertising Hero, Vodafone, Pepsi all sponsors of the previous edition of World Cup 2011 but in 2015 have moved from TV to Digital

 

3. Pay per view can it be a reality: The acquisition cost of sports growing and advertising yield at a matured level subscription seems to be the only resolve. With increased digital penetration as well as viewing pay per view is not far

 

4. Sports viewing is more‘Lean Forward’ than ‘Lean Back’: The passion and the interest which evokes on sports can be “heard” on social media. Ball by Ball commentary, opinions and even Backlash is growing on Social Media.

 

5. Sports & Mobile: With the mobile penetration in excess of 900 million coupled with multi-screen viewing there is a huge opportunity for advertisers to cash in. Heineken ran a contest on mobile which can only be answered by watching the live UEFA match on TV. No other sport lends itself to interactivity more than cricket

 

6. Split beam: India being a diverse regional market with large linguistic preference networks are offering feeds in regional languages. This will grow further with split beams leading to adversioning and even regional advertisers getting a slice of the pie

 

7. Rural: Radio is the only means for the rural audiences but with growing mobile penetration and DTH this could add on to the experience especially for updates and other opportunities

 

8. Sports programming: In the US, ESPN Sportscentre is one of the most viewed programmes and it does not relay live telecast. Whilst in India non-live programming is only 1/7th of Live telecast it is growing

 

9. Extra coverage for the passionate viewer: Cameras on umpires helmets to players helmets. View from the slip cordon to chatting with players during live match. We shall see more & more of this

 

10. Revival of Print: Print in its traditional sense has seen challenges on sports coverage. Sportstar is nearly dead and many more such sports magazines. Blogging is reviving it. Can digital print revive the coverage?

 

Jai Lala is Managing Partner, Trading and Partnerships, Central Trading Group, GroupM

 

Extracted from the GroupM ESP-SportzPower India Sports Sponsorship Report 2015

 

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