iWorld
SonyLIV sells 70 per cent inventory for Euro 2020
Kolkata: Much-awaited UEFA Euro 2020 will go live on SonyLIV. The platform is now ready to add a local touch to the tournament, by bringing it live in six different languages in India including Hindi, English, Tamil, Telugu, Malayalam, and Bengali.
Powered by a robust 360-degree marketing campaign to reach football fans across India, SonyLIV is ready to add to the buzz of Euro 2020. The recently rolled out campaign, “The Wait Is Over”, aims to honor the fans and players alike for their year-long patience, and has expertly conveyed the emotions that rule the beautiful game.
The ‘Wait is Over’ campaign depicts how fans, and players have been waiting for a year for Euro 2020 to attain the holy grail of European football. Teams like Spain, Germany, and Italy are waiting to revive their past glory. Others, like Croatia and France, are eager to prove that their recent emergence has not just been a slice of luck. Sony LIV is now ready to join in Euro 2020 celebrations by catering to the needs of the fans as well as the advertisers.
There has been an overwhelming response from advertisers for Sony LIV’s Euro 2020. The platform has already sold out 70 per cent of the total inventory available on the tournament. Some of the key sponsors on board for the tournament include WazirX, Dell, Acko Insurance and Betway with substantial inventory buys from mobile handsets, auto, e-commerce, and technology brands.
Sony Pictures Networks India digital business marketing head Aman Srivastava said: “Euro 2020 stands out as one of the most awaited sporting properties and we at SonyLIV take immense pride in inviting the fans to the biggest virtual arena for the much-awaited championships. The campaign #Wait Is Over celebrates the undying spirit of football and amplifies the joy of every fan who has been waiting for the kick-off.”
iWorld
Banijay Asia’s The 50 tops OTT charts with 8.1 million JioHotstar views
Reality competition becomes most watched show on JioHotstar in debut week.
MUMBAI: Fifty contestants walked into a palace, but millions of viewers showed up for the drama. Reality competition The 50, produced by Banijay Asia, has emerged as the most watched show on JioHotstar, clocking 8.1 million views in its debut week. The figure, reported by Ormax Media, places the show at the top of the OTT viewership charts and marks a strong opening for the digital reality format.
Adapted from a popular French format, The 50 brings together 50 personalities from television, digital platforms, music and reality shows inside a grand palace setting. Over the course of a 50 day competition, participants form alliances, compete in unpredictable tasks and navigate eliminations as the field steadily narrows.
Guiding the game is a mysterious figure known as The Lion, an unseen game master whose voice introduces twists, challenges and strategic turns throughout the show, adding an extra layer of suspense to the contest.
What distinguishes The 50 from typical reality competitions is its audience driven prize structure. Instead of the winner taking home the final reward, the prize is awarded to one of the winner’s registered followers through the show’s dedicated app. The mechanism effectively turns viewers into participants, allowing fans to have a direct stake in the outcome.
The contestant lineup features a mix of television actors, reality stars and digital creators, including Karan Patel, Urvashi Dholakia, Divya Agarwal, Mr Faisu and Dushyant Kukreja, each bringing their own fan following to the show.
With its blend of celebrity personalities, strategic gameplay and interactive viewer participation, The 50 has quickly carved out a strong foothold in India’s digital entertainment landscape. Its 8.1 million views in the opening week underline the growing appetite for large scale reality formats designed specifically for OTT audiences.
