Indian Premier League

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  • Topic: Indian Premier League, Cricket, Twenty20
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  • Published : April 27, 2011
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Project IPL

A revolution in Indian Sports & Entertainment

27 May 2008

Indian Premier League (IPL)
A revolution in Indian sports and entertainment
Over 200 million Indian viewers, 10 million international viewers, 4 million live spectators: the Indian Premier League (IPL) is a sports and entertainment revolution in the making, surpassing all records of viewership on ground and on media. Advertising revenue and ticket sales have exceeded all expectations, making IPL highly profitable for the organisers, broadcasters and successful team owners. Zealous fan following—even hostility for visiting teams—shows local loyalties are building up faster than anyone expected. As we enter the last phase of the first edition of IPL, numerous new opportunities for sports and business have opened up in India. IPL will mature over the next few years to gain a status that could match or even exceed international football leagues. IPL has been a huge success in its first year: IPL, a T20 cricket league consisting of city teams, has proved to be a runaway success in its very first edition, by positioning cricket as a mainstream entertainment option. It has captured the imagination of the nation, with the media creating dedicated segments to cover the event on TV and print. A typical T20 match is roughly as long as a typical Hindi movie. The match timings are tuned to prime-time television slots. The presence of celebrities from the world of entertainment and business and the picking up of local team loyalties has given further momentum to IPL. IPL has achieved record TV viewership and ground attendance: IPL has been able to sustain a TRP rating of around 5 throughout the first 50 matches, which is the highest amongst all television programmes currently running in India. It has thus achieved very high rates for advertisement, with 10-second advertising slots during the finals being sold for a reported price of Rs1m. The next edition of IPL is likely to fetch Rs6.5bn in advertising revenue, which is 7% of India’s total television advertisement spend of Rs90bn. IPL will also have the highest ground attendance, with over 4 million spectators likely to watch the matches live, in stadiums over 59 matches. IPL will bring in revenues of Rs12bn a year into cricket, double the government’s total sports budget: Between organisers, broadcasters and franchises, IPL will bring in approximately in Rs12bn a year into cricket. To put this in perspective, the Indian government had a total sports budget of Rs4.9bn in 2007. The Board of Control for Cricket in India (BCCI), which is organising IPL, will rake in a profit of approximately Rs3.5bn in the first year itself. This would more than double BCCI’s profit from the 2007 figure of Rs2.35bn. Some teams/franchises will break even in the first year: Jaipur, Kolkata and Mohali are likely to break even in the first year. While these teams have been bought at much lower bid prices than the other teams, they will get almost equal share of the central broadcasting fees and the central sponsorship fees, making it easy for them to break even. IPL – a commercial blockbuster: We have been following IPL right from the start, and it’s clear it has been gaining strength with every match. The league is assuming an identity and a life all its own, and its commercial potential is obvious—any company that ignores it will do so at its own peril. Leading businessmen and film stars have interests in IPL

27 May 2008

Arnab Mitra (91 22) 6620 6661

Indian Premier League (IPL)

The IPL fever has hit viewers and media alike
IPL viewership is the highest among all TV programmes IPL got off to a flying start, with the first few matches recording an average TRP of 8.2. Though ratings have dropped since then, they remain at above 5—higher than any other programme running on TV. That’s marginally higher than India’s most popular soap Kyunki Saas Bhi Kabhi Bahu Thi, which has an average rating of...
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