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Will offer a better proposition to advertisers than legacy platforms: Anil Jayaraj on winning IPL digital rights

In a note shared internally, Jayaraj said that Viacom18 will build India’s most profitable digital media and entertainment brand

The targeting and personalisation opportunities that IPL will present on Viacom18 platforms with its strategic partnership with Jio will be unmatched, said Anil Jayaraj, CEO, Sports Viacom18, in an internal communication after winning IPL digital rights.

Jayaraj added that Viacom18 will be able to offer a compelling proposition to advertisers with better reach and targeting than any other rival and legacy platforms in the country.

After a rigorous 3-day e-auction for IPL media rights, Viacom18 bagged the exclusive rights to digitally stream Indian Premier League (IPL) matches in the Indian sub-continent for the seasons from 2023 to 2027. This also includes the special digital package of 18 games.

Apart from securing packages B and C, Viacom18 also won television as well as digital rights in three of the five international territories including Asia, Canada, Australia, the Caribbean Islands, Israel, New Zealand, South Africa and Sub-Saharan Africa, and the UK and Europe.

“We successfully outbid the incumbents and all others in the above packages,” Jayaraj wrote to his team.

Talking about the focus on bidding for digital rights comprehensively, Jayaraj said that this comes from the core belief that our company is committed to building world-class digital platforms of the future.

“Our partnership with Jio gives us unparalleled access and reach to each and every Indian. Not only will we be able to build the most successful streaming company in the country, but we will also, along with our other businesses, build India’s most profitable digital media and entertainment brand,” he added.

Viacom18 forayed into sports just ten months ago and in this short period of time, it managed to acquire several marquee rights including Football (FIFA World Cup, La Liga, Serie A and Ligue1), Badminton, Tennis and NBA.

“With IPL, we have acquired the blockbuster and most high-profile cricket rights for our digital platforms and audiences globally. With this acquisition, Viacom18 will take India’s biggest sporting event IPL to every nook and corner of the country and make it available to every Indian consumer, something that even television has failed to do,” Jayaraj said.

Talking about the advertisers, Jayaraj said, “I also believe that this will be an exceptional opportunity for all advertisers to reach a much wider, relevant, younger, fast-growing and highly-engaged audience. The targeting and personalisation opportunities that IPL will present on Viacom18 platforms with its strategic partnership with Jio will be unmatched. We will be able to offer a compelling proposition to advertisers with better reach and targeting than any other rival and legacy platforms in the country.”

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