The Minister of State for Information & Broadcasting, Col. Rajyavardhan Singh Rathore delivering the keynote address at an interactive session during the CII Big Picture Summit 2016, in New Delhi on October 26, 2016.

Sports Digital Broadcasting to be Game Changer

Digital Media Broadcasting will play a critical role in bringing about change in Sports Broadcasting in India, said Sports Minister Vijay Goel at the Big Picture Summit 2016.

With the increasing penetration of internet, mobile devices and cheaper data services (Jio ?) especially in rural areas will prove game changer in this direction and broadcasters must focus on how sports are delivered to the audience, he said.

Projected data suggests that more than 60% of the Digital Audiences in India is within the age group of 13-35 years and sports media needs to capture them early to improve the overall business of sports, he advised. Advertisers and brand makers should come forward and recognize the power of sports delivered to young India with respect to Return on Investment and Corporate Social Responsibility, said the minister.

He said it is his belief that Broadcasters focused on innovative ways to reach out to youth would be the real game-changers and will create a far greater impact on the overall business of Sports in India.

Sports in India has already taken its first step in the right direction in the last 3 years. A majority of Sports Leagues have been launched including Football, Kabaddi, Wrestling, Hockey, Tennis, Badminton and more. A large talent pool in sports such as Football, Kabaddi, Hockey, etc. has mass appeal. This has not only impacted Sports as entertainment but also the Tourism and Infrastructure sectors.

The Minister said, packaging of the Sports League as Entertainment has been the game changer. This clearly reflects in more than 450 million viewers of Indian Super League. The most interesting revelation has been Pro Kabaddi League with a viewership of more than 500 million.

He said, what is even more interesting to note is, that some of these leagues have more than 40% female viewers on television. Innovative media campaigns around new sports have been the force behind the increasing Sponsorship Revenues. All Media platforms including TV, Radio, Print, Digital and off Air have played a crucial role in the success of the newer leagues.

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