Hopes of a dip in value? Arun Dhumal isn’t buying it. As head of the Indian Premier League, he sees prices climbing, not falling. Right now, the TV package sits with Disney Star – $3.02 billion sealed that deal. Streaming went to Viacom18 for slightly more: $3.05 billion. One season left before bids open again. Yet confidence holds strong. The numbers, he believes, will rise when the time comes.
“There is a lot of consolidation that has happened in the media space. But when it comes to the IPL, there is no other property which has this kind of interest for any media company. The live sports content is outstanding. Every ball is an event,” said Dhumal, as quoted by the Hindustan Times.
“By the time we go for the next media-rights cycle, there will be a lot of interest for the existing players as well as new players who may come in. I do not see any reason for the value to go down. I feel it will add up in the next cycle because of the way the tournament has progressed and the value it creates,” he added.
Fans keep showing strong interest, Dhumal noted, should the IPL ever move to a pay-to-watch setup. Still, excitement around the league seems unlikely to fade.
“I do not think it will drop. People do not mind paying when it comes to quality. If you give quality content, there are many takers.” He added, “And the IPL is live content. Who would mind spending five, ten, or 25 rupees for a game? Picture spending hundreds on a film when it’s just recorded scenes. Yet during a live match, everything stays uncertain right up to the final delivery
Fans aren’t the only ones gaining from rising attention – franchise owners have seen steady returns, Dhumal pointed out, thanks to the IPL’s expanding earnings across recent broadcasting deals.
“Definitely, they (the franchises) are profitable,” Dhumal said. “If you look at the value the IPL has created over 18 editions, the growth has been significant.”
He further added, “So, it is not just a cricket tournament. It is a strong business model and a live entertainment product, driven by competitive cricket.”
