We reach a record 9 out of 10 pay-TV homes in India: Disney Star's Gurjeev Singh Kapoor

In this interview with Adgully, Gurjeev Singh Kapoor, Head, Distribution and International, Disney Star, dwells at length on the power of Television in India, as well as the growth of sports broadcasting on TV. He says that Star Sports has witnessed record-breaking viewership for IPL on TV in India. He shares valuable insights on the demand and growth of IPL in India on TV, the role of affiliate relationships in the success of IPL broadcasting, and collaboration with Airtel Digital TV and Tata Play to enhance the IPL viewing experience.

Gurjeev Singh Kapoor points out that TV is the largest aggregator of audiences across mediums and is the preferred mode of sports consumption. The viewership of IPL 2023 has witnessed record-breaking numbers, with more than 40 crore viewers tuned in for the first 29 matches, surpassing the reach of the entire 2022 season, he says. Excerpts:

How has the demand for live sports broadcasting on television evolved in India despite the rise of digital media and streaming platforms?

Sports is most enjoyed together as a community, and TV is the largest aggregator of audiences across mediums and is the preferred mode of sports consumption. Sports viewership on television grew by 11% in 2022, with 758 million viewers watching sports on TV. The viewership of the 2023 IPL has witnessed record-breaking numbers. More than 40 crore viewers tuned in for the first 29 matches, surpassing the reach of the entire 2022 season. The reach garnered for the live broadcast of the first 29 matches is also 3.7 crore higher than the reach of the entire 2022 edition. The high-octane match between CSK and RCB was watched by an incredible 5.2 crore concurrent viewers on television, the second highest in the history of IPL.

The power of TV in India is unparalleled, as it reaches nearly 900 million audience, comprising 892 million individuals and 210 million homes, making it a platform that offers a scale not provided by any other medium. Television today remains the largest media platform in India, both in terms of reach, as well as consumer engagement in terms of time spent.

To capture the increasing premium HD audience base and to fill the gap in HD vehicles for sports viewers in the South India market, Star Sports has launched two new HD channels. SS1 Tamil HD and SS1 Telugu HD cater to the two largest south markets, Tamil Nadu and Andhra Pradesh/Telangana, and also have an impact in Karnataka where the content in these two languages is consumed.

Sports broadcasting’s growth on TV is unmatched, and this is reinforced with industry insights. Recent research conducted by YouGov in September 2022 shows that 83% of audiences prefer watching sports content on TV, and cricket viewership has been growing by 30-40%, as per BARC.

By the very nature of the content (live-action) and viewing experience (quality of audio-visuals), sports is meant to be watched on the big screen as it provides uninterrupted LIVE coverage and real-time viewing. Furthermore, this year, we have achieved a breakthrough by reaching almost nine out of 10 Pay TV homes in the country. All of this indicates the strength of sports on TV which continues to have strong consumer demand.

Star Sports is the go-to channel for sports enthusiasts, with popular properties such as Kabaddi, football, and tennis available for viewers to enjoy. We continue to remain committed to bring fans closer to their favourite sport through engaging content and high-octane live coverage.

Could you share some insights on the penetration of IPL in India? How has it grown over the years?

IPL is the mega-tournament in the world of cricket, which continues to witness high demand from sports fans year on year. Our aim is to make IPL accessible to as many Indian homes as possible in the most affordable manner, and our strategy has helped us grow the penetration of the League this year. We have reached a record of nine out of 10 pay-TV homes in the country, which is a testament to the consumer demand of IPL on TV.

This year, we have successfully added close to 11 million households on Star Sports and have also seen strong growth in the markets of West Bengal, HSM, Odisha, and AP-Telangana, where there has been a significant incremental uptake (20-30% increase). Our deeper understanding of consumer preferences has made it possible to deliver the best viewing experience, further complimented by the strength of our relationship with our affiliate partners.

The viewership of the League has witnessed record-breaking numbers too. More than 40 crore viewers tuned in for the first 29 matches. The reach garnered for the live broadcast of the first 29 matches is also 3.7 crore higher than the reach of the entire 2022 edition. Furthermore, HD consumption is at its highest with 6.6 crore reach, which is 3X compared to the previous year.

Affiliate relationships play a crucial role in the broadcasting industry. Could you tell us more about Star Sports’ strong affiliate relationships, and how they have contributed to the success of IPL broadcasting?

Together with the affiliates across the country, we develop our distribution strategy keeping the consumer at the centre of it. As the largest television network in the country, we have adopted an Account-Based Approach to serve our affiliates and work closely with numerous Local Cable Operators (LCOs) and retail points to understand their needs and provide solutions that benefit end consumers, enhancing their experience. We take pride in our collaborative approach with affiliates, which is a game-changer for us.

We work closely with over 850 affiliates across the country to ensure widespread availability of our sports channels. Furthermore, we have joined forces with our affiliates to launch joint marketing plans, aimed at attracting new subscribers from various consumer segments. In addition, we have collaborated with leading cricketers and commentators to promote Star Sports subscriptions in HSM and regional markets.

In addition to this, we have developed customised digital solutions that have enabled us to serve about 20%+ of our DPO base, comprising 80-85% of consumers. Moreover, we have introduced special campaigns to convert viewers on the FTA platform to the Pay-TV platform.

This IPL season, we have collaborated with players like Airtel Digital TV and Tata Play to offer sports fans enhanced features like Instant Highlights, Key Moments, and a Stats Feed powered by ESPN Cricinfo for an interactive experience of the IPL on linear TV.

Star Sports has associated with Airtel Digital TV and Tata Play to offer an immersive Tata IPL experience by providing additional feeds and features. Could you tell us more about this association and how it has enhanced the viewing experience for the audience?

With the advent of new technology and changing consumer preferences, at Disney Star, we strive to continuously work towards innovative solutions to provide immersive experiences for our viewers. Innovations in broadcast technology have enabled live sports events to become an interactive viewing experience, offering cricket enthusiasts a unique engagement on TV.

To take this experience to the next level, we have collaborated with Airtel Digital TV and Tata Play to provide enhanced interactive features in a never-before-seen manner, making the fan experience even better. For sound acoustics, we also associated with Dolby to provide Dolby ‘Atmos’ for surround sound experience.

Our curated range of interactive features is available to Star Sports subscribers on Airtel Digital TV (Star Sports VIP available on the ‘red button’ on the remote) and Tata Play (Star Sports PRO is available on the ‘Side button’ on the remote). The service includes real-time/ instant highlights, key moments, and comprehensive statistics. Instant highlights showcase updated clips after every few overs, while key moments showcase clips ranging from one to three minutes in duration.

The Stats Feed, powered by ESPN Cricinfo, allows fans to access statistical data and stay engaged during the course of the match. All these features are being provided on a complimentary basis to viewers.

Star Sports has launched new HD channels to cater to the premium HD audience base in South India. Could you elaborate on how this strategy has helped Star Sports expand its reach and appeal to a wider audience?

The popularity of HD TV homes in India has been on the rise, with 75 million HD homes (Source: BARC - 1 Jan to Mar 2023). According to BARC, this growth has been doubling every two years over the period of 2020-2022, driven by urban audiences.

We are committed to provide our viewers with the best viewing experience by offering seven out of our 17 sports channels in HD. The benefits of HD viewing are numerous, with features like a wider picture, five times sharper picture, and 5.1 Dolby surround sound, making it a stadium-like experience at home. Consumers who prefer precision and detail along with a captivating experience are drawn to HD subscriptions, and our viewers can access both SD and HD versions of Star Sports 1 at Rs 19 to ensure that they get the best value for their money.

We have recognised the trend of sports fans preferring an enhanced viewing experience on their TV screens, and have been actively promoting HD subscriptions to provide viewers with a more immersive experience. This has resulted in a phenomenal HD reach of over 6.6 crore, which is more than three times higher than last year, for the first 29 days of IPL.

How do you intend to keep the momentum going for IPL on TV?

Our unwavering commitment to both strengthening relationships with our affiliates and delivering enhanced viewing experiences for our viewers is paramount. We will continue to engage with our affiliates across the country to achieve this goal and constantly seek new innovative methods to keep viewers engaged and enhance the overall consumer experience.