MAM
T20 World Cup initial matches notch up 2.8 TVR
MUMBAI: The initial eight group stage matches of the ICC World Twenty20 2012 have garnered an average rating of 2.8 TVR with a reach of 60.55 million (CS 4+ TG All India), as per TAM data provided by media agencies who are tracking the mega event‘s viewership trends for their clients.
The ratings for the first eight matches are higher than the ICC World Twenty20 2010 in West Indies which managed a TVR of 1.6 for the first four matches with a cumulative reach of 42 million.
The India-Afghanistan match has recorded a combined TVR of 4.9 on Star Cricket, ESPN and Doordarshan with a reach of 36.7 million. Comparably, the India versus Afghanistan in the previous edition of the tournament had got a rating of 4.
The India versus Afghanistan match got a rating of 3.5 on Star Cricket, 0.4 on ESPN and 1.1 on Doordarshan. The sports broadcaster is also simulcasting India matches, semi-finals and the final on ESPN with Hindi commentary.
The South Africa-Zimbabwe match was the second best rated match despite featuring a relatively weaker team. The match posted a TVR of 3.5 with a reach of 26.5 million.
The match between Sri Lanka and Zimbabwe rated 1.2 TVR, slightly better than the South Africa-Sri Lanka as well as the Australia-West Indies matches. The two matches registered a TVR of 1.1 and 0.9 TVR respectively.
While South Africa-Sri Lanka match had a reach of 16.1 million, the Australia-West Indies match could manage a reach of only 9.1 million.
Media agencies say the group stage matches hold relatively less significance for advertisers; the key to the commercial value of the property is how the Quarter Final and the Semi Final matches deliver.
DDB Mudra Group COO Pratap Bose expects the Super Eight matches to do well as the tournament is perfectly poised.
“The initial eight matches are not of much significance as the important matches will begin from the Super Eight stage. There will be a spike in ratings if India remains in the fray,” said Bose.
GroupM Maxus Client Leader Jigar Rambhia shares the same sentiments. He feels the real tournament even for advertisers begins with the Super Eight stage when all the strong teams will compete against each other.
“It‘s too early to talk about ratings at this stage since the group stage mainly involves matches with weaker sides and there is only one India match. However, the interest in the tournament will start peaking with the Super Eight stage,” says Rambhia.
ESPN Star Sports has sold out its entire inventory for the ICC T20 WC with as many as 34 advertisers on board including three joint presenting sponsors and seven associate sponsors.
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MAM
Microdrama Specialist COL Group International Builds Out With Narativ, Rock Networks & BlingWood Deals
MUMBAI: Microdrama powerhouse COL Group International is building out its distribution network, with its CEO saying vertical video is about to enter its “next competitive chapter.”
The microdrama arm of publicly-listed Chinese company COL Group appointed Narativ Media as its official distributor in the Middle East and North Africa (MENA) and CIS regions and Africa, and a struck new content deal with a new Dubai-based microdrama platform.
The deals were unveiled this morning at MIP London, and also included Rock Networks as its exclusive Southeast Asia telco distribution partner for its app, FlareFlow. MIP London is now into its second day at the Savoy Hotel and adjoining IET London complex.
The deals come soon after COL appointed Harbour Rights to represent its titles in Europe and Latin America, as we reported yesterday in our extended feature on microdrama distribution.
COL’s Singapore-based microdrama unit says its “coordinated global distribution architecture and significantly expanded international content slate” would help to scale its catalogue to more than 1,700 microdrama titles worldwide. These hail from South Korea, Japan, Africa, the Middle East, Southeast Asia and the UK and roll out across Sereal+, FlareFlow and 17K.
A deal with Dubai-based BlingWood, which recently launched as an OTT platform, will expand COL’s access to Middle Eastern and Indian microdramas, and includes a broader pipeline of Indian series from storytelling platform Pratilipi, Korean titles from BeLive Studios and British reality-led formats from Tattle TV — the UK’s first dedicated microdrama app, including titles such as Dog Dates.
“Microdrama is entering its next competitive chapter, where quality, retention and monetization standards are increasingly shaped by data and operational discipline,” said Timothy Oh, General Manager of COL Group International.
“As pioneers in both China and the U.S., scaling some of the world’s leading platforms in this space, we understand what it truly takes to win sustainably. Our role is not simply to offer catalogue volume, but to help partners select, position and scale the right content for their platform and audience. By bringing together a broad, constantly refreshed slate from across regions, we enable smarter curation, clearer differentiation and long-term growth for serious industry players.”
Narativ deal
COL and UAE-based Narativ described their deal as a “strategic expansion of premium vertical content distribution across high-growth emerging markets,” and comes as the microdrama continues to boom financially. The growth of the medium will be among the key topics of conversation today at MIP London, where COL chief Oh will be speaking.
The pact extends beyond content representation and is being billed as part of a more “structured micro-drama distribution infrastructure.”
Narativ will spearhead market development, platform alliances, broadcaster relationships and digital monetization frameworks across the MENA and CIS regions and Africa, where they have identified “rapid mobile-first consumption growth and strong demand for short-form, high-engagement storytelling formats.”
“Micro-dramas are reshaping global viewing habits, particularly across mobile-first markets like MENA, Africa and CIS,” said Manjyot Sandhu, CEO and co-founder of Narativ. “Our appointment as official distributor for COL Group in these territories reflects Narativ’s strategy to build sustainable distribution architecture.
“A key pillar of the collaboration includes integration with FlareFlow, enabling strategic telco partnerships, bundled carrier offerings, and alternative monetization pathways designed to accelerate scale across mobile ecosystems and OTT platforms.”
Oh added: “We are building more than a content slate – we are building the global infrastructure for microdrama. With hundreds of new titles launching every quarter, scale and regional strength are critical. Narativ with its deep foothold in MENA, Africa CIS and other key markets makes them a natural strategic partner as we expand FlareFlow and bring microdrama to new platforms, telcos and audiences.
Narativ, which is joint venture Sandhu operates with Copyright Capital, manages around 7,000 hours of content and has a digital network spanning 150 million subscribers across 21 language.
COL Group has emerged as one of the biggest microdrama platforms, running platforms such as FlareFow. It is also a part-owner of ReelShort.
