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India’s home dominance becoming a headache for broadcasters and other stakeholders
By Sandy - Oct 23, 2018 1:29 am
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While the Indian cricket team is dominating in their home international cricket matches, the broadcasters and other stakeholders are not enjoying at the moment as they are facing hard challenges to achieve their respective goals.

Indian
Indian cricket team

In the ongoing Windies tour of India, India easily won the two-match Test series against the visitors by the 2-0 margin. Despite this Indian Test side was lesser experienced, the competitions were still one-sided and it resulted in a three-day action instead of five-day action.

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While the cricket fans haven’t enjoyed the one-sided contest, the stadiums are observing very lesser crowds, despite India’s dominance. Moreover, the poor television ratings have cost lesser commercials at the peak moments.

According to Insidesport, Alliance Advertising and Marketing Director and co-founder Arshad Nizam Shawl said on this matter, “It is a part and parcel of the game. These are the dynamics of the game that play out particularity in the home series. Team India is always on the top. The absolute dominance leads to the games finishing early.

“The India-West Indies Test series is a case in point with the matches finishing within three days. It is an opportunity lost to advertisers and the broadcaster. More so for the broadcasters, who are left to manage their revenue targets from the subsequent series.”

At the early this year, Star Sports has won the BCCI media rights for the next five years for the whopping amount of INR 6,138.1 crore. But at the beginning of their media cycle, Star Sports has already broadcasted three Tests (one against Afghanistan, two against Windies) and all of those finished in less than three days each. It means the channel has lost many sessions to earn from it.

star

Due to the poor competitions between India and Windies in the Test series, the second Test’s TRP ratings were dropped down in the comparison of the first Test.

Another media buyer told on this, “What purpose will this cricket serve. The loss of those two days action is not the sole damage to the stake holders. Imagine a cricket match in India just before Diwali has no commercials during drinks break. Empty stadiums are dissuading advertisers. The poor Test series has also impacted the two upcoming limited overs series with the West Indies. As a media buyer I did not think that it could go that bad during the peak season for marketing initiatives. How do I ask my brands to put money in cricket if I make these statements on record. But, yes the situation is alarming not just for cricket.

“You can’t just put all the blame on the lack of competition. The market is not finding value in the big price tags.”