Anil Jayaraj, the CEO of Viacom18, unveiled staggering statistics revealing that the 2023 Indian Premier League (IPL) amassed an extraordinary viewership of 449 million, with 120 million viewers connected via TVs. Speaking at the RCB Innovation Lab’s Leaders Meet India in Bengaluru, Jayaraj highlighted the pivotal role of artificial intelligence (AI) and digital technology in shaping the future of sports broadcasting in India.
Jayaraj on IPL
Highlighting IPL’s unparalleled magnitude globally, Jayaraj expressed, “There is nothing of the scale of IPL anywhere in the world. To reach 120 million connected TV users in year one, considering the expected paid TV universe in the country is around 100 million, is remarkable. Technology is set to revolutionize the digital landscape.”
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Underlining the transformative nature of digital innovation, especially in India’s dynamic mobile and 4G phone-driven landscape, Jayaraj emphasized, “The use of AI will dramatically change our content production and automation.”
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Jayaraj on WPL
Further, Jayaraj showcased the resounding success of the Women’s Premier League (WPL) among viewers, advertisers, and investors. “The enthusiasm and interest in WPL were exceptional. The high-quality production delivered by BCCI was crucial,” he added. “For advertisers, this opens avenues to target diverse demographics, significantly impacting our investments.”
Touching upon India’s evolving sports viewing preferences beyond cricket, Jayaraj expressed hope in the 2024 Paris Olympics transforming this narrative. “India primarily revolves around cricket in the top 100 broadcast or stream programs. However, we anticipate a shift with the Olympics. A remarkable Indian performance might herald a significant breakthrough,” he said optimistically.
Highlighting Indian sports viewing habits, Jayaraj noted that 99% of viewership is live, with just 1% focusing on highlights, non-live content, or documentaries. However, he predicted a burgeoning market for sports documentaries and docu-series in India, foreseeing substantial growth in the next four to five years.
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