On Thursday, Viacom 18 acquired the TV and digital rights to the national team’s home series for the next five years with cumulative bids of around Rs. 600 crore, beating Star India and Sony in three ways.

BCCI invited separate electronic tenders for linear (television) and digital to discover the best prices.

“Viacom18 paid Rs 3,101 crore (approximately) for digital TV and Rs 28,620 crore for linear (television). As per the trend, digital fetched higher prices at Rs 5,963 crore (approx.) deals.

A broadcast industry source closely following the developments told PTI: “With Viacom buying IPL digital rights for over Rs 26,000 crore, they now own almost all IPL linear (television) and ICC events. All the high-profile cricketing assets outside.” Anonymous.

The right will be valid for a three-match home series between India and Australia starting September 22 and ending March 31, 2028.

India will play 88 international matches in three formats, including 25 Test matches, 27 ODI matches and 36 T20Is, with a deal worth around Rs. 6776 crore. It’s almost Rs. Rs 776 crore more than in the previous cycle. Each game is worth Rs 60 crore.

However, BCCI got Rs. Rs 1.75 crore less than Rs 61.38 crore received in the last cycle with more matches, 102 to be specific. That’s not a bad price given the increased valuations per game given current market sentiment. One needs to take into account that only the big Test games and series against England and Australia will generate significant advertising revenue. For games against other countries, only T20 is the cash cow.

India will play Australia 21 times and England 18 times over the next five years across the three formats.

One of the reasons why BCCI is well below the $1 billion mark (at least Rs. 2300 crore) could be the decline in popularity of the ODI format, with 27 such formats in the next cycle.

“One day, the two-sided series to save the World Cup should be canceled as it will not bring in the necessary revenue. There are also so many T20 leagues around the world that viewer fatigue should also be taken into account,” said a broadcast industry veteran. .

He also offers an interesting look at how potential bidders do the math and come up with specific numbers.

“If there are 25 Tests, 15 of them are at home against England and Australia. On the kind of pitches that India prepares for Test matches, broadcasters in most cases don’t really have the opportunity to exploit the fifth day commercially. , unless there is a flat deck.

“Sometimes games end on the first game of the fourth day. Just count how many seconds of ad revenue you might lose,” he explained.


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