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Gujarat Titans Champions. (Photo Source: IPL/BCCI)

In a major turn of events in the digital broadcasting world, Viacom 18 has vied to follow Jio Cinema‘s method of making the upcoming Indian Premier League (IPL) absolutely free and easily accessable for viewers far and wide. Viacom18 won the media rights to be able to broadcast all of the IPL 2023 matches Live on its digital platform.

The brainchild of the Board of Control for Cricket in India (BCCI), the IPL has developed into the most lucrative and most popular outlet for the game of cricket. With the advent of the IPL, almost overnight the world’s best cricketers became millionaires.

Break all barriers: Viacom18 CEO wants IPL to reach larger audience

“We are approaching the disruption by identifying three core barriers — access, affordability, and languages — and busting each of them,” Anil Jayaraj, the chief executive officer of Viacom18 Sports was quoted by afaqs.com. By addressing affordability, Viacom18 wants to give access to millions overnight. 

Jayaraj has shown keen interest in bringing about a massive revolution in the field of digital broadcasting by targeting masses of all backgrounds on a large scale. The media house, though, has plans for massive revenue-earning. According to industry insiders, Viacom18 is eyeing ad revenue of about ₹ 3,000 to ₹ 4,000 crore. 

Asked to describe the success mantra Viacom18 is looking to inculcate in the digital broadcasting of the IPL 2023, the CEO stated that he wanted to create a platform that looked at being able to stream contents without hindrances in long-form. 

“We want to create a digital revolution for premium long-form content,” Jayaraj said.

Another important which Jayaraj highlighted was that India is country with immense multi-diversity and multi-cultural people living together. So, it was important to break the language barrier by broadcasting the IPL in 12 languages, including Bhojpuri, Gujarati, Punjabi, Kannada, Tamil, Telugu, and Malayalam.

“We want to ensure that this is the widest footprint of languages that any consumer in India has ever seen,” he signed off.

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