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Brands may not be getting bowled over by IPL this season, but SET Max is doing its best to see that it hits the right pitch with viewers.
Increasing its ad budget by 25 per cent, the official broadcaster is unleashing a new campaign with the theme Aisa Mauka Aur Kahan Milega , harping on the mauka or opportunity that DLF IPL would bring to its viewers.
Its ad agency JWT is rolling out a six-week 360 degree campaign comprising four short films with light-hearted content giving an “opportunity” for families, friends and colleagues to get together to watch the IPL matches.
Speaking to Business Line , Mr Neeraj Vyas, Business Head, Max said, “There was some amount of reservation in the beginning as the cricket ratings had fallen. Compared to the previous season, we have increased our ad budget by almost 25 per cent.”
New sports channel
This, in fact, may be the last IPL season for Max as MSM (the owners of Max), is poised to launch a brand new sports channel – Sony Six. There is a possibility of the IPL property shifting to Sony Six in the next season.
In the recent past, Mr N.P. Singh, COO, MSM, said, “We are already getting the right content in terms of premier properties for our sports channel. Once we have another tent pole property like the IPL, we will be ready to launch our sports channel and after that even the IPL, which is currently on Max, will get aired on that new channel.”
MSM is expected to bid for the six-year global media rights of all cricket controlled by the BCCI, which will be held on April 2 in Chennai.
However, launching a new channel will have its share of distribution hurdles. As Mr Vyas says, “We are definitely launching a sports channel. But we have to take into account reach and distribution for the new channel as well. The new sports channel should get launched after this season's IPL.''
Meanwhile, IPL-5 has yet to get its share of associate sponsors. It has managed to get two leading broadcast sponsors – Idea Cellular and Vodafone, but has yet to confirm on its list of associate sponsors. However, there are BCCI ground sponsors like CitiBank and Volkswagen and the title sponsor – DLF.
“Today, we have the two broadcast sponsor and are in the process of signing up associate sponsors,” added Mr Vyas. IPL-5 starts on April 4.
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