In a significant move that has nearly monopolized the Indian cricket broadcasting arena, Viacom18 has secured both TV and digital rights for the Indian national cricket team’s home series for the next five years. The deal, worth approximately Rs. 6000 crore, saw Viacom18 outmaneuvering competitors Star India and Sony.
Key Highlights:
- Viacom18 wins both TV and digital rights for Indian cricket’s home series for the next five years.
- The deal is worth approximately Rs. 6000 crore.
- Viacom18 outbids competitors Star India and Sony in a three-way battle.
The Board of Control for Cricket in India (BCCI) had invited separate e-bids for linear (TV) and digital rights to ensure the best price discovery. Viacom18 paid around Rs. 3101 crore for digital rights and Rs. 2862 crore for TV rights, making digital the more lucrative of the two.
This acquisition comes on the heels of Viacom18’s purchase of IPL digital rights for over Rs. 26,000 crore, further strengthening its hold on high-profile cricket properties, except for IPL linear (TV) and ICC events.
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The rights will be effective from India’s three-match home series against Australia starting September 22 and will last until March 31, 2028. During this period, India will play 88 international games across three formats, including 25 Tests, 27 ODIs, and 36 T20Is. The per-match value of the deal stands at around Rs. 67.76 crore, which is nearly Rs. 7.76 crore more than the last cycle’s Rs. 60 crore per match value.
However, the BCCI fell short of the billion-dollar mark, receiving Rs. 175 crore less than the Rs. 6138 crore it garnered during the last cycle. One contributing factor could be the declining popularity of the ODI format.
Broadcasting industry veterans suggest that the fatigue from numerous T20 leagues worldwide and the declining interest in one-day bilateral series, except during World Cup years, are affecting revenues. They also point out the challenges of monetizing Test matches in India, where games often end before the fifth day, affecting potential ad revenue.
This deal marks a pivotal moment in Indian cricket broadcasting, with Viacom18 setting a new benchmark in the industry.
