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Viacom18<\/a> Media Pvt., the joint venture between Paramount Global and Ambani’s conglomerate Reliance Industries Ltd<\/a>., licensed the IPL<\/a> streaming rights last year for $2.7 billion, fending off competitors Disney and Sony Group Corp. Disney previously had those rights, and used them to drive subscribers to its streaming service, Disney+ Hotstar<\/a>.
Viacom18 is taking a different approach, offering the games to as many people as possible in order to generate advertising sales, said the people, who declined to be identified because the move hasn’t been announced publicly. Free media services such as Google and Facebook generate billions of dollars in advertising sales in the country, and have had far more success than paid premium products like Netflix.
Viacom18 executives have estimated that an audience in excess of 550 million will watch the weeks-long IPL games, which will boost the conglomerate’s technology and internet<\/a> ambitions, ranging from online retail to entertainment.
This year’s series of matches, each lasting a relatively short three hours in length, will kick off on March 31 and go on for nearly eight weeks. Viacom18 will allow users to watch any number of games for any length time on any internet-connected device.
It’s a familiar playbook for Reliance<\/a>, which offered mobile service at prices far below the competition, signing up hundreds of millions of customers and putting rivals out of business. Ambani’s conglomerate owns Reliance Jio, the country’s largest telecom operator by market share, closing in on a half-billion subscribers. The five-year IPL contract gives it a reach like no other to capitalize on a tournament described as the Super Bowl of cricket.
The cost of cricket rights soared last year as several media companies sought them to boost their nascent streaming businesses. Internet adoption is scaling at rocket speed in India, and global and domestic media giants see the country as a catalyst to boost their subscriber bases. Disney, which previously owned the IPL streaming rights, lost that auction but bagged TV broadcast rights after out-gunning Sony. Amazon, another contender, pulled out of the bids at the last hour after completing the initial auction paperwork.
Ambani won by paying nearly three times what Disney had paid in the previous deal. Disney in turn paid even more — about $3 billion — for the traditional TV package. Ambani bid for the IPL rights in conjunction with Paramount, billionaire James Murdoch and Uday Shankar, the former head of Hotstar.
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穆凯什•安巴尼免费流IPL后支付27亿美元
Viacom18媒体Pvt,合资企业最重要的全球和巴尼的信实工业集团有限公司授权IPL流权利去年以27亿美元的价格,抵挡竞争对手迪斯尼和索尼集团公司此前这些权利,和用于驱动用户流媒体服务,迪斯尼+ Hotstar。
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Viacom18媒体Pvt,合资企业最重要的全球和巴尼的企业集团信实工业有限公司,授权IPL流媒体权利去年以27亿美元的价格,抵挡竞争对手迪斯尼和索尼集团公司此前这些权利,和用于驱动用户流媒体服务,迪斯尼+ Hotstar。
Viacom18正在采取一种不同的方法,为尽可能多的人提供奥运会为了生成广告销售,人们说,他拒绝透露姓名,因为此举尚未公开宣布。自由媒体服务,如谷歌和Facebook产生数十亿美元的广告销售,曾成功远远超过支付溢价产品像Netflix。
Viacom18高管估计,观众超过5.5亿会看几个IPL游戏,这将提高企业集团的技术和互联网野心,从网上零售到娱乐。
今年的一系列比赛,每个持久长度相对较短的3个小时,将3月31日揭开序幕,近8周。Viacom18将允许用户观看任意数量的比赛对于任何长时间在任何联网设备。
这是一个熟悉的剧本依赖,提供移动服务价格远低于竞争对手,数以百万计的客户签订协议,将竞争对手的业务。安巴尼的集团拥有依赖Jio,中国最大的电信运营商的市场份额,接近一个毁约金订阅者。五年IPL合同使它达到像没有其他利用超级碗的比赛描述为板球。
板球权利的成本飙升,去年几家媒体公司寻求提高他们新生的流媒体业务。互联网采用以火箭速度扩展在印度,和全球和国内媒体巨头看到这个国家作为催化剂来提高其用户基础。迪斯尼之前拥有IPL流媒体的权利,失去了拍卖,但袋装out-gunning索尼电视转播权。亚马逊,另一个竞争者,在最后小时后退出了竞标拍卖完成最初的文书工作。
安巴尼以支付三倍迪斯尼所支付之前的交易。迪斯尼反过来支付更多——约30亿美元——对传统电视包。安巴尼竞购IPL权利与派拉蒙,亿万富翁詹姆斯•默多克和Uday Shankar Hotstar的前负责人。
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