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Star India eyes big revenue from Pro Kabaddi League 2
MUMBAI: Kabaddi – a sport, predominantly known as villagers’ entertainment, successfully garnered cumulative reach of 435 million and managed to change popular perception when it made its debut in 2014. Star India’s Pro Kabaddi League became an avenue that has the potential to generate enormous revenue.
While in the first edition, Star Sports was the title sponsor of the league instead of a brand, given the high ratings; it is unlikely that the second edition will see a similar occurrence. According to sources close to the development, in the first week of June, Star India will formally announce the sponsors and date of the tournament.
So far, 2015 has been an action packed calendar for sports with the ICC Cricket World Cup, followed by the Indian Premier League (IPL). The entire sports loving fraternity is buoyed, which is a positive for broadcasters and organisers. However, an issue they might have to contend with is advertisers’ fatigue since multiple brands have spent heavily on the two cricket tournaments.
Pro Kabaddi League is a Mashal Sports initiative, which was initially a joint venture between quizmaster and commentator Charu Sharma and industrialist Anand Mahindra. However, Star India, in April 2015, acquired 74 per cent stake in Mashal Sports.
Speaking about the second edition of the tournament, Sharma tells Indiantelevision.com, “It is going to be bigger and better than last year. The previous edition ended even before people got into it. While they wanted tickets, the stadiums were full. Pro Kabaddi League is an exhibition of athleticism and action. People liked the innovation because of the raw nature of the sport. This year, I am sure Star will back it with aggressive and accurate promotion, which will apprise the viewer of each and every minor occurrence. I am sure we are going to have an exquisite extravaganza this year.”
A senior executive from the media fraternity is of the opinion that the ad rates for a 10 second slot during the tournament will be somewhere between Rs 75,000 – 80,000.
Madison Media COO Dinesh Singh Rathod says, “Last year, it delivered the ratings and hence brands, who missed out on it or probably were unsure will aggressively forge for it. I see the sport as a good medium for promotions and subsequently won’t be surprise if there are brands galore in this edition.”
The sports rules and regulations were twisted and turned to make the format interestingly elite says entrepreneur and franchisee owner Ronnie Screwvala. “When Charu introduced me to the facts and figures associated with the sport, I was surprised to know the number of players across the country who actively play Kabaddi and hence I was quite sure that the sport will work on television but for that it was necessary to make few changes and the federation (International Kabaddi Federation) was immensely cooperative. Mat came in, the sport from muddy outdoor land went indoor, the raider instead of chanting ‘kabaddi kabaddi’ without break of breath were given a time span to ensure fair judgment as it is impossible to make out for the referee if the raider broke the breath in an indoor stadium that is packed. So all this subtle changes made Kabaddi what it is,” Screwvala tells indiantelevision.com in an exclusive chat.
Besides players and the innovations in the format, celebrities also played a vital role in the success of the tournament. All eight franchises had a celebrity connect and names like Amitabh Bachchan and Aamir Khan were spotted sidelines screaming ‘Kabaddi ek Kabaddi do,’ which in turn drove their fan base to the sport.
It now remains to be seen how many brands go aggressively to use Pro Kabaddi League as a platform to grab eyeballs and whether the sport turns out to be a productive asset for the Rupert Murdoch owned Star Sports.
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.
