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Pro Kabaddi League Season 8 returns after two years: What has changed?
Mumbai: Pro Kabaddi League, one of the fastest-growing sports franchises in terms of viewership is all set to return on 22 December, after a two-year hiatus, imposed by the pandemic.
Like sporting events, the league has also undergone format changes owing to Covid-19 protocols. This time, all matches will be played in Bengaluru, sans any LIVE audience to cheer their favourite teams. But, this may not mar the enthusiasm of the fans who have been waiting for the sporting event, say agency experts. The official broadcaster Star Sports Network too has upped its ante and pushed its marketing efforts to regain the viewership that the series enjoyed pre-pandemic.
Will PKL see a similar resurgence in viewership like the IPL?
According to the Broadcast Audience Research Council (Barc), the sports genre had 2.4 per cent share in the overall TV viewership before Covid struck. This decreased to 0.7 per cent during the first lockdown, then increased marginally to 0.8 per cent during Unlock period, and grew once again to 4.1 per cent by the end of the year. The Indian Premier League (13th season) that was aired between week 38 and week 45 increased sports viewership by six times compared to previous weeks (week 34-37). (BARC Yearbook 2020)
“IPL in 2020 had a format shift due to Covid-19, however TV ratings saw an increase by about 50 per cent. One of the major reasons was high TV viewership during pandemic and lockdown. But, the viewership went back to 2019 levels in 2021,” said MediaCom managing partner Vishal Shah.
It is also significant to note that IPL was the only major sports event that was aired in the pandemic year 2020. Since people were confined to their homes and starved of LIVE sports action, TV viewership increased across genres. While, PKL may not have that advantage, because 2021 has turned out to be a tremendous year for LIVE sports with a packed sporting event calendar, especially in the second half.
“Looking at the ratings trend this year, the numbers might be slightly lower than what the last season did, as the overall numbers have changed in the past two years,” said dentsu Amplifi India group trading director Sujata Dwibedy. “But, good marketing from the (Star Sports) network, across media is expected. This should pull more viewers.”
Campaign in full swing
Star Sports has already kicked off the promotions for the eighth season of PKL roping in M S Dhoni for their ad campaign. More recently, the broadcaster released a regional ad film playing up the opening match of PKL between Telugu Titans and Tamil Thalaivas on 22 December. The promo featured movie star Naga Chaitanya, indicating that the marketing efforts are in full swing.
“In 2019, PKL witnessed 50-55 per cent growth in viewership from the previous season across different audiences and markets,” observed MediaCom managing partner Vishal Shah.
Kabaddi being a homegrown sport, the league has enormous support and viewership from the Tier II and III towns. PKL viewership base largely comes from markets like Andhra Pradesh/Telangana (32 per cent) followed by Maharashtra/Goa (24 per cent), Karnataka (12 per cent) and Punjab, Haryana, Himachal Pradesh, Jammu Kashmir (seven per cent) and Kerala (five per cent), as per the BARC data.
The viewership for PKL is much more evenly spread out according to dentsu’s Dwibedy. “It is not necessary that only people from the hinterland and Tier II towns have been viewing it (PKL), it has its loyal fans across demographics and across audiences but is skewed towards males,” she added.
No LIVE audience at this year’s spectacle
This year PKL will be missing LIVE audiences and will shed the caravan style format. Instead, all teams will play at a single location in Bengaluru. Looking back at IPL last year, media planners suggest that format changes will have little to no impact on the viewership of the tournament. Mashal Sports has also announced that triple headers will be played on all Saturdays which may have a positive impact on the viewership over weekends.
New categories of advertisers likely
Ad rates and sponsorship for PKL are likely to see a premium in proportion to the growth in audiences that the event saw in 2019.
According to dentsu’s Dwibedy, brands who found cricket very expensive but want to still associate with some impactful property will be looking to partner with PKL, along with brands who genuinely see a fit with PKL and want to amplify their presence through the series. “We could also see some new categories of advertisers emerging as sponsors,” she added.
“The other opportunity is also to do with the season and timing, IPL has always been a popular choice for summer brands whereas PKL is happening in a period that will attract winter seasonal brands,” said Mediacom’s Shah.
Categories such as e-sports, e-pharmacy, auto, telecom, beverages, mobile handsets, paan masala, deodorants, paints, and cement have consistently been associated with the tournament and are expected to do the same this year.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
