‘IPL media rights, a case study for the whole world’


“IPL media rights are a case study for the whole world to understand where the OTT industry is going,” said Jean François Pigeon, Global EVP & Head of Sales-Marketing at Synamedia.

Pigeon, who was recently in India helping clients such as Star India launch and monetize streaming services, protect content and services from piracy, and add addressable advertising with business information, said the praise of IPL and India in an interview with e4m.

“India is a massive content creator, people love to scale businesses. Due to many constraints, innovations come naturally to India. India pushes the world to its limits. We have a lot of lessons to learn from India.

IPL media rights took over global news feeds when the tournament’s new digital rights left TV media rights behind. Pigeon believes this is an important moment not only in the sports industry, but in the OTT landscape.

“This is the first time that the value of the digital rights to a sports tournament exceeds that of the television broadcasting rights,” he said.

“The media rights of the IPL matches taking place in India are fascinating. Sports has always been premium content across the world. OTT was not a natural platform for the sports audience. It’s perfect for linear television. However, the concept of sports broadcasts going digital first is confusing. Cricket fans are losing interest in watching matches on TV due to frequent unwanted advertisements and OTT sport is growing for the same reasons.

The latest media rights figures for IPL put it next to the NFL in distribution per game, surpassing major industry players such as the Premier League, Champions League, La Liga and more. With big numbers comes the responsibility to avoid barriers such as piracy, a topic Synamedia is working on with several brands in India.

“India is a fascinating market,” said the CEO.

“What gets paid for a game is second only to the US National Football League (NFL). That’s above the NBA, English leagues and other professional leagues around the world. Broadcasters and streaming providers will have to protect the content because piracy is going to be a big problem for such premium content. We are actively engaging with many Indian players in this space to discuss this topic.

Among the many methods deployed to help the interests of their customers, Synamedia tech has also ensured that access to content is restricted to authorized users only. Something that will be of major interest to Viacom18, who have secured the streaming rights to the tournament.

“Our technology also ensures that only authorized users can access content,” Pigeon said.

“Followers often share their credentials with their friends. Unauthorized access to OTT content reduces revenue for media players. »


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