Digital media is a great platform for diverse outreach and hasÂ broughtÂ about a transition in the way information is collected or receivedÂ acrossÂ the globe, says Ashu Jindal, COO, IMG Reliance
Shachi Tapiawala | Mumbai | December 26, 2012
Apart from promising enthusiasts of the hottest tennis action and a fantastic line-up of some of the top players in the world, the 18thÂ edition of the Aircel Chennai Open is promoting the tournament digitally. Organised by IMG Reliance, the tournament is scheduled to take place atÂ Chenniaâs SDAT Tennis Stadium from December 31, 2012 to January 6, 2013.
The property will organise anÂ online live streamingÂ with a leadingÂ onlineÂ channel giving online users live access to theÂ premierÂ tennis event. The property will organise interactive, contest-basedÂ promotions and player trivia to ensure an opportunity for fans to win merchandise and meetÂ theirÂ favouriteÂ players.
Commenting on promoting the tournament more through the digital medium, Ashu Jindal, COO, IMG Reliance, said, âIn many ways, the Aircel Chennai Open has been successful, thanks to a combination of our global andÂ local strengths. Digital media being a great platform for diverse outreach, hasÂ broughtÂ about a transition in the way information is collected or receivedÂ acrossÂ the globe. It is said that aÂ majorityÂ of sports fans are now engaging with theirÂ favouriteÂ sports on aÂ minimum of two screens. More oftenÂ thanÂ not, at least one of those screens, if notÂ both, are digital (computer/mobile).â
Jindal added, âAircel Chennai OpenÂ is relying on the digital and social media platforms to send out all its messages. Through YouTube live streaming, mobile apps, Facebook and Twitter, weÂ are ensuring that tennis fanatics can keep up with all the exciting tennis actionÂ surroundingÂ Aircel Chennai Open.â
A large number ofÂ internationalÂ playersÂ participate in the event, which has resulted in a worldwide fanÂ following.Â Hence, the digital platform is the best medium to reach out fans regardless ofÂ theirÂ location, according to IMG Reliance. This medium would also provide advertisers and sponsors newÂ avenuesÂ to reach out to their customers henceÂ is becomes an importantÂ toolÂ of their communication plan.
Jindal elaborated, âOne of our main focus areas this season is fan engagement and improving the fan experience. Using a digital medium allow us to reach more fans while allowing them to customiseÂ theirÂ ACO experience. The depth of information that a fan can access throughÂ theseÂ digital initiatives such as the mobile app or through interacting with players on a platform such as Twitter is now standard at world class events. For the first time in the eventâs history, they can experience the tournament in the stands, at home or on the go and always feel they are part of the action.â
Additionally, a mobile app, in partnership withÂ Hakuna Matata, will launch a ACO mobileÂ applicationÂ to enable fans to accessÂ live streamÂ of the matches, scores, draws,Â schedule, player list, event guide and the latest news of the event. Nandha Kumar Sundararaj of Hakuna Matata Solutions said,Â âAs one of Indiaâs leading mobile consulting and development firms, we have been building successful mobile products across sectors for clients in India and abroad. It has been a pleasure to take a sporting event like the Aircel Chennai Open 2013 mobile. Indian tennis fans will now get an exciting opportunity to follow all the action and carry the experience wherever they go.â
Jindal added, âWith the launch this mobile application, this yearâs Aircel Chennai Open is taking a leading position in the digital space. This, along with a number of additional digital initiatives, highlights our focus on improving the fan experience and engagement. For the first time in the tournamentâs history fans around the world will have details of the activities at the Aircel Chennai Open at their fingertips. We are certain the fans will benefit immensely.â
Shedding some light on digital being the next big thing after television, Jindal told BestMediaInfo that the digital space is no longer a trend for the future. âIt is already here and it is all around us. Right from our computers to the handled devices most of us carry today, everyone is connected at all times and the want for information has reached unprecedented levels. Digital is a brilliant enabler, both from an organiserâs and a marketerâs point of view. It not only allows us to provide our audience an enhanced experience, it also enables us to provide customised and targeted content to them without intruding or invading their privacy. However, in India, the penetration of digital still has a long way to go and is still higher in metros and among SEC AB,â Jindal explained.
âFrom a television point of view, we see digital as a supplement to the medium rather than a replacement. For the first time in the tournament history, we have launched a mobile app, which among many other things will allow subscribers to view match highlights while on the move, thus acting as a stand-in option for television without completely making it redundant,â he added.
Aircel Chennai Open has brought on board more than 20 sponsorsÂ including TNTA, Government of Tamil Nadu,Â Murugappa Group, Indian Bank, United India Insurance, FedEx, Ricoh, VijayÂ ShathiÂ Builders, Rajalakshmi Institutions,Â BolsÂ and The Hindu to name a few. Ten Sports is the official broadcast partner.