India-Pakistan cricket clash puts SonyLIV streaming gamble to the test

Pakistani terrorists Jammu’da 26 Indians and a popular touristic place in the expensive area of ​​Kashmir’in 26 Indians killed the tensions between the neighbors increased. India, Pakistan terror camps targeting ‘Sindoor Operation’ with retaliation.

However, the emotion about anything about Pakistan in India continues to be stressed by calling for boycotting all sports activities with Pakistan. However, Sonyliv is sure that the Cricket tournament will increase advertising revenues and subscriber base.

“We are the center of our sports strategy and we are very passionate about our business -led business,” Sonyliv’s Senior Vice President and Advertising Revenue President Ranjana Mangala said.MintIn an interview. “The Asian Cup is a really unique opportunity because India and Pakistan will play together. It looks very good and helps it to be in the festival season.”

Sonyliv hopes to keep the audience on the platform to watch the India-Pakistan and other Asian Cup matches. Last season Kaun Banega CrorepatiThe actor Amitabh Bachchan is already alive on the video flow platform. Sonyliv will also introduce other hit offers. Shark Tank India ND MasterChef India He said Mangala during the Asian Cup.

“We are hosting the Indian-Pakistan scale for the first time on our platform,” he added. “We’ve always been a CTV (connected TV) platform … You watch our content much more.”

Sonyliv won the rights of the Asian Cup this year for $ 170 million. UEFA Champions League, UEFA Europa League, Australia Open and the Bilateral Cricket Series, such as British and India’s New Zealand tours, has the right to publish other major sports activities.

Mangala, Sonyliv’e advertising expenditures increased, but not detailed, he said.

Disney+ Hotstar, merged with Jiocinema to be Jiohotstar in February, won La480 Crore to publish the Asian Cup last year.

Why are advertisers retreat?

Media Purchasing Agencies say that advertisers and brands are careful as they approach for a number of other reasons in India’s most intense festival season.

“We enter the festival season, so [the match] Well -timed, “Media and Marketing Agency IPG MediaBrands’ investment manager Hema Malik, Mint.

However, he added that advertisers had withdrawn due to a “softness ındaki in consumer demand.

Malik, “There is a slowdown in the economy that I do not think that no one is discussing. This is a fact. Sport is not an exception,” he said. “There is a decrease in customers in general. Customers keep their money back.”

However, he did not specify whether the advertising investment in the Asian Cup has fallen this year.

Last month, Economic times He reported that Sonyliv made high-level pricing for Asian Cup advertising points- La14-16 Crore and special sponsorship packages on television La30 crore in flow.

Malik, “Prices were more or less the same as the high rates they paid.” He said. “[But] Brands do not really want to buy these points because of the business situation, not pricing. “

Authorized, advertisers are also cautious because this scale is new to publish a cricket tournament.

In addition, there are concerns that the revenues and viewers of a large sport and niche jet leagues may be reduced due to the last ban on online game platforms, including the government’s fantasy cricket and real money transactions.

Sunday leader Dream11 was taken as the chief sponsor of the Indian Cricket Team Jersey last month.

General effect on sports revenues from online game ban, La14,000 Crore, a sports advertising manager Mintwant anonymity. “This is the total effect, including the decline in revenues from real money game applications, which are largely spent on advertisements during cricket tournaments.”