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Where are marketers investing during the IPL: TV or OTT?
Mumbai: IPL is returning with a bang and will be more digitalized this time. TV or OTT? It is a persistent question. Over the recent years, marketers have regularly discussed this recurrent question. Market insights show that, for this IPL season, OTT ad rates have climbed by 30 per cent while TV ad rates have increased only by 10 per cent, despite the fact that it is unclear what will be driving ad spending in 2023. This compounds the problem of why advertisers don’t use TV more to maximise their ad budget. According to media estimates, Disney Hotstar and Jio Cinema hope to attract 500–550 million viewers apiece. It is unclear which service will be the audience’s first pick.
According to a Magnite survey, 72 per cent of urban residents with internet access between the ages of 16 and 74, like to stream content. 66 per cent people choose streaming over traditional television, and 80 per cent would rather pay for inexpensive ad-supported material than pay for pricey ad-free programming. Because of their higher investment, OOH TV is still the most preferred option for major businesses. According to a recent study by RedSeer Strategic Consultants, small and mid-sized enterprises will continue to be drawn to platforms like eCommerce, social media, and news sources for their democratised access even while the focus is still on OTT’s exact audience targeting.
Furthermore, the IPL’s dynamics are evolving annually. IPL viewership has dropped by 30 per cent from the previous year to last year. Do people swarm to TVs to watch IPL with family or follow it on their own in offices, when travelling, or while cooped up in their rooms on mobile devices? One may simply assume that the majority of IPL games cannot be a full-time family activity given that there are a total of 74 games to be played.
Additionally, there is no denying that OTT offers more interaction and involvement when it comes to watching sports. This year, Jio Cinema is providing free live streaming in 16 streams and 12 languages, which is sure to attract more OTT viewers than ever before. Jio Cinema has plans for the TATA IPL 2023 that includes a 4K feed, multi-language and multi-camera presentation, interactive stats, and a Play Along function. A Jio Immersive Zone even allows visitors to experience what it would be like to watch the TATA IPL with a 360-degree VR stream utilising JioDive. Moreover, there are features created specifically for brands to improve customer engagement. The dynamics of IPL watching could significantly change as a result of these new capabilities, which further personalise OTT for users. Marketing professionals are persuaded to forego TV spending in favour of OTT by the freedom to choose the audience they target. With the addition of expanding 5G coverage, the winner is already clear.
This article is authored by Auburn Digital Solutions managing director Ashish Tripathi.
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.
