MUMBAI: The excitement around the FIFA World Cup and bagging more broadcast rights of major sporting events around the world resulted in OTT platform SonyLIV clocking around 200 million video views for both live and non-live sports content online as well as on its app in 2018.
This was amongst the highlights of Sony Pictures Networks India (SPNI) sports business head Prasana Krishnan’s fascinating address on the topic of ‘The Future is Digital’ at the Star Sports India Football Forum 2018 curated and organized by SportzPower on 30 November in the city.
Krishnan mentioned that creating content which was ‘platform agnostic’ or suitable for broadcast, digital and mobile alike was the key in Sony successfully delivering it and being able to stay ahead of the competitive curve vis-à -vis social media companies. It was a must for the sports team to take inspiration from its entertainment arm which had made its flagship shows such as Indian Idol and KBC interactive for its fans to enhance its digital viewership.
He revealed that seeing the smartphone replacing the ‘second television’ in many homes, Sony’s focus is on making the ‘second screen experience’ complement its offerings on television. This will ensure that instead of competing with and eating into each other, broadcast and digital mediums can run parallel with each other in India.
During the FIFA World Cup, Sony created history by showcasing the tournament in five regional languages for the first time ever – Hindi, Bengali, Tamil, Malayalam and Telugu. The move was in co-ordination with its #MeriDoosriCountry promotional campaign which aimed at celebrating India’s diversity yet unity when it comes to its passion for football.
When asked about the campaign’s success across mediums in driving viewership numbers up, Krishnan replied that practical economics had driven it courtesy falling costs and the availability of flexible technology.
His colleague and Sony’s head of digital business, Uday Sodhi pointed out that Sony’s fan engagement strategies for the world’s biggest sporting event was responsible in attracting 70 million users for SonyLIV specifically, besides the interest of 35 advertisers.
Sodhi was bullish on Sony cashing in on the tantalising prospect of India’s ability of creating 150 million viewers on digital platforms solely for football in the future, making it the largest market in the world. This was made in reference to BARC India head of partnerships Elbert D’Silva’s presentation earlier in the day.
For that to happen, he argued that two major factors would make the difference.
Firstly, the broadcaster must keep with the advancement of data analytics which becomes the most essential resource to utilise for customising the viewer experience. Secondly, the challenge of monetisation for digital consumption will subside with more fans being attracted to football as more ways of generating revenue can be created organically.
With Sony bagging the rights for several sporting events besides cricket and football in the last 12 months such as the upcoming Pro Volleyball League, doubts remain on their ability to draw the Indian sports fan’s attention largely due to their duration and format.
Krishnan brushed off the concern and opined that the Indian market works differently from the rest of the world. Its diversity will ensure that all sports will be embraced and concluded that ‘the product has to be right for it to be a success’.
