‘Season two of IPL will be bigger, better’

Font Size

Print

Feedback

Email

Discuss

Related Articles

Gold the most preferred investment

: When MAX, the movies and special events channel, backed by Sony Pictures Television International, broadcasted the DLF-IPL (Indian Premier League) cricket matches, it reached more than 102 million viewers across India. The channel share of MAX during the final IPL match between Rajasthan Royals and the Chennai Super Kings was 45% at an all-India level and 49% at the HSM (Hindi-speaking market) level, indicating that a huge number of India’s population was tuned in to the match. According to the rating agency TAM, the final match reached 39 million viewers. So, what happens to MAX after a hugely successful first season of IPL? The channel has lined up a slew of film releases, is organising thematic film festivals and already planning for the next season of IPL. Sneha Rajani, EVP & business head, MAX, talks to Sudipta Datta about the success of IPL, “which we put together in seven weeks flat”, and what it means to the future of cricket in the subcontinent and elsewhere in the world. Excerpts:

Did you expect IPL to be such an overwhelming success?

No one expected this phenomenal response. We were confident IPL would be a success but we expected acceptance in India and worldwide in two-three years. But it was a stupendous success in the first season itself, not just domestically, but also in all the cricket playing nations including the UK, South Africa and Australia, and in markets like the US and East Africa. We have started a revolution. There are so many firsts that IPL has achieved in terms of television broadcasting, viewerships and sponsors. I happened to be in the UK during some of the IPL matches and was pleasantly surprised to find that the madness had spread across the globe.

So are MAX coffers overflowing?

We cannot quote figures but yes, we are reasonably happy. We are definitely satisfied by the outcome and are well on target.

Was the initial response from advertisers good?

We had great support from advertisers but once IPL started and became a success, advertisers and sponsors were elated with the association. As the season progressed, we were sold out.

So you promptly hiked the rates?

Absolutely. We hiked prices because the market was demanding it. That was a result of demand and supply—we did not pull it out of thin air. IPL has spawned a whole new economy and all the stakeholders should be happy.