IPL 2021 – Female Audiences Big Target for Star Sport: If Indian Premier League (IPL) has brought one paradigm shift in the viewership for cricket i.e women viewership has grown for the sport by leaps and bounds. The official broadcaster of IPL 2021 Star Sports feels this growth will further escalate this year and the broadcaster is taking many initiatives to grow the female audiences further.
According to Sanjog Gupta, Head – Sports, Star India, it is their initiatives such as giving opportunities to female commentators and presenters and making the game more accessible through regional broadcast, that has made IPL viewing more inclusive.
“We, at Star Sports, have been focussed on growing IPL by attracting new viewers and widening its audience base. Programming initiatives such as Super Funday, shows like Unplugged and Countdown along with special segments on Cricket Live (pre & post shows) have supported this objective. We also believe that viewers like seeing reflections of themselves on the broadcast, and providing opportunities to female commentators and presenters have served to make our presentation more inclusive. These initiatives, combined with our regionalisation strategy that enables wider access for the game, has resulted in the growth of women viewership for IPL 2020,” he has told E4M.
IPL Viewership: Female audiences growing Year on Year
The BARC Data for the IPL Viewership clearly reflects Star Sports vision. Just sample this –
– IPL 2020: Women viewership of IPL 13 grew 23% over 2019.
– In IPL 2019, this growth was only 10%.
– IPL 13 registered 171 billion viewing minutes (female) in 2020,
– In IPL 2019, female audiences registered 139 billion viewing minutes (female).
The report by E4M & TAM AdEX data further establishes the fact that not only IPL Broadcast viewership is growing but growth is also seen in the female centric brands on IPL ON-AIR advertising.
– As per the TAM AdEx data, advertisement for women-centric categories increased by 57% in IPL13 compared to IPL 12.
– In IPL 2020 6 Female centric brand advertisers were present (Reckitt Benckiser India, HUL, Procter & Gamble Home Products, Titan Company, ITC and BSH Home Appliances). In IPL 12, there were five advertisers.
“Brands consider IPL a great platform to speak to a diverse set of audiences, including women, as no other property can. Our research also suggests that women are much more engaged while watching live sport than they are while watching other forms of media,” says Gupta.
IPL 2021 – Star Sports LIVE Broadcast: Meanwhile Star Sports is planning to broadcast IPL 2021 once again in 8 language. The official broadcasters of IPL will produce Multi-lingual feed for the upcoming season from their headquarter in Mumbai. According to the information available with InsideSport.co, IPL 2021 will be broadcasted in 24 to 25 Disney Star channels in Hindi, English, Tamil, Telugu, Kannada, Malayalam, Bengali, and Marathi language.
Another interesting information coming in from sources in Star is also mulling to air matches on Star Disney’s kid’s channels.
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IPL 2021: 24-25 channels to LIVE Broadcast IPL 2021, Disney+ Hotsrar to also LIVE Steam in Multi-Languages
Fans can watch and enjoy IPL 2021 Live on the Star India Network channels in various languages. As per the information available with InsideSport broadcaster is making arrangement to live broadcast the IPL 2020 in 8 different languages. Other than English & Hindi, league will be broadcasted in 6 regional languages.