Case Study
Ten Sports nets Rs 1.45 billion in ad revenues from Indo-Pak series
When it comes to cricket there is only one way ad revenues can go, that is up. And if India is hammering the opposition, particularly of the Pakistani variety as was witnessed in the just concluded ODI series, that‘s just icing on the cake.
And so it has proved for Pakistan cricket telecast rights holder Ten Sports.
Information available with Indiantelevision.com indicates that Ten Sports, which aired the recently concluded India Pakistan series, managed to net around Rs 1.45 billion for the current series. This is a roughly 21 per cent increase over revenues collected from the landmark India-Pakistan series of 2004 when Ten made around Rs 1.2 billion.
Big Money Deals: If one sets comparative benchmarks in terms of the recent deals done on cricket telecast, Pepsi, Hero Honda as co-sponsors for the ODI series would have forked out between Rs 80-100 million each. As associate sponsors Maruti, Hutch, HLL would have forked around Rs 75 million each. Sify.com would have paid around Rs 10 million to be associated with the Dartfish package.
On the distribution front, Ten Sports was able to increase penetration as it added 800 operators into the system. Whatever increases were got in the subscriber base was through new connections. Sources spoken to maintain that there were no increases in declarations from the existing operators like Siticable, Hathway and Incablenet. Prior to the series, declared connectivity stood at 4 million.
After the series, the Set-Discovery One Alliance took that figure to around 5 million. Ten Sports is expected to have mopped up around Rs 200 million in terms of additional distribution income from this series.
Since the announcement that DD would not carry live coverage of the test matches came just a few days before the start of the series, the channel could not switch off the existing cable operators who carry it and ask for more declarations. As per Trai regulations a one month switch off period is needed.
What gains were made happened in the micro interiors and small towns. Many rural networks did deals only for Ten Sports which ranged from a three month period (quarterly) to a year. They had a choice of either three channels or the entire second bouquet. Ten Sports is the driver channel in the SET-Discovery One Alliance second bouquet which is priced at Rs 44 per subscriber a month.
Ten Sports is said to be targeting a 10-15 per cent growth in distribution on an event to event basis. In terms of events, in addition to cricket, it is also counting on the French Open to help in this regard. Of course its bread and butter property is World Wrestling Entertainment which sees viewers tuning in week in and week out.
The big question then of course is, to what extent was Ten Sports negatively impacted by the “must share clause” that the government recently introduced? As a result of this (and after much petitioning before the Supreme Court), Ten Sports was forced to share its telecast feed with the national broadcaster.
To mitigate its losses, the apex court did offer some relief to the Dubai-based broadcaster that was in two parts. Firstly, DD had to pay Rs 150 million to Ten Sports as compensation. The court further decreed that DD must carry the “dirty” Ten Sports feed. What this meant in effect was that it was the Ten Sports logo and signal (ads and all) that was carried in toto on the national network.
Industry sources maintain that in a best case scenario, if Ten Sports had exclusivity (and enough lead time to sew up distribution deals with cable operators), it would have gained a further $6-7 million (Rs 270-315 million) in a year on a sustained subscriber basis.
Therefore, the shortfall for Ten on the distribution side (after factoring in the payout of Rs 150 million by DD) was Rs 165 million.
Upside on ad sales: There was a big upside though, and that was in advertising sales. According to what advertising industry sources have told Indiantelevision.com, total revenues the channel extracted from the five ODIs (shared feed) was 15 per cent more than what it would have achieved had there been exclusivity. The sources note that it is important to keep in mind the fact that not only did DD pay Ten Sports Rs 150 million to carry the feed but it could not put in any ad insertions, not even for Fourth Umpire. Planners say that Ten Sports benefited from DD also carrying dirty feed of ODIs despite the fact that a lot of the deals had been done last year on the exclusivity understanding.
Most advertisers did deals before the mandatory sharing was announced. So for them it was a brilliant ROI that DD also aired the ODIs. It gave them reach in areas where Ten Sports may not have been present at no extra cost.
At the same time, clients that had not done deals earlier would have paid a premium for spots i.e. around 30 per cent more. Ten Sports sold anywhere between Rs 350,000 to 450,000 for 
a 10 second spot on the ODIs depending on the day, consumption and the client. Extending that logic therefore, for the test series too if DD had carried the dirty feed Ten Sports would have made 15 per cent extra.
To conclude, despite the lack of exclusivity, the Indo-Pakistan series has given Ten Sports significant ramp-ups on the ad sales side and a moderate rise on the distribution front. Add the court-decreed Rs 150 million that has gone into its coffers and the income picture only gets brighter.
Mumbai: GIVA, a premium jewellery brand aiming to make authentic, elegant, and fine silver jewellery accessible in India, launched their latest line of Rakhi collections, for the upcoming Raksha Bandhan festivities in India. Renowned for redefining the art of presenting exquisite sterling silver jewellery, GIVA takes immense pride in launching an emotive campaign that honours the profound sibling connection. Aptly named “Ties of Love,” the campaign transcends being a mere collection; it is an exploration of the emotional connection that siblings share. This campaign artfully encapsulates the essence of sibling relationships through meticulously crafted 925 silver jewellery rakhis, serving as poignant symbols of affection, protection, and enduring love.
GIVA has embraced a digital advertisement that eloquently portrays the deep and meaningful love that siblings share. This ad serves as a heartfelt depiction of the profound bond that exists between brothers and sisters, further resonating with the brand’s dedication to celebrating and cherishing these special relationships. The ad beautifully captures the essence of a sibling duo celebrating a long-distance Raksha Bandhan and highlights the range of emotions amidst virtual and real-time celebrations. The campaign’s strategic blueprint leverages modern communication platforms such as influencer marketing, Youtube and Instagram advertising.
In a strategic move, GIVA enlisted the support of prominent social media influencers and celebrities Ridhhi Dogra, Pooja Gor and Sreejita De to convey the campaign’s key messages to their target audience. To honour this enduring bond between siblings, GIVA has created an Instagram filter named #TiesofLove. This filter is a tribute to the unbreakable bond we share with our siblings and with this, GIVA aims to witness countless siblings sharing their own delightful and hilarious anecdotes all through August.
GIVA has introduced an exclusive Rakhi collection complemented by exquisite fine silver jewellery choices, with prices beginning at just Rs 899 only. This assortment encompasses a diverse range of options to cater to various preferences, featuring personalized rakhis designed to strengthen the sibling bond. These personalised rakhis can showcase intricately embedded names of brothers and sisters, alongside specially crafted Lumba rakhi designs for beloved sisters-in-law. Moreover, their innovative Convertible rakhis offer a unique transformation into stunning pendants, reflecting a blend of sustainability and style.
GIVA founder Ishendra Agarwal said, “GIVA’s Ties of Love Rakhi campaign embodies GIVA’s mission: celebrating the timeless with a modern twist. This year, we sought to extend Rakhi’s warmth beyond a day by crafting convertible rakhis that can transform into cherished pendants. We also extended our shipping to over 20+ countries to truly celebrate sibling love across borders.
It is more than a campaign. It’s a call for togetherness. It’s a shared tribute to love, tradition, and cherished moments. Our curated collection of gift hampers, personalised rakhi and rakhi gifts are a testament that gifts should know no boundaries.”
To extend a perfect gesture towards both sisters and brothers-in-law, their Bhaiyya-Bhabhi combo stands as an ideal selection. The Rakhi Box is an exclusive gifting choice that presents a personalized rakhi and kumkum, encapsulating a heartfelt touch. Additionally, they also have Bracelet rakhis that seamlessly fuse tradition with fashion, adding to their charm.
Ensuring no one is left out, GIVA has an exclusive Kids’ collection that presents a delightful array of rakhis, starting at just 699 INR. This collection is tailored for younger siblings, capturing the spirit of sibling love playfully.
GIVA’s Raksha Bandhan campaign seeks to highlight the profound emotional value of the rakhi tradition in India, positioning the brand as a provider of thoughtfully crafted and meaningful silver jewellery. The brand’s objective is to establish a heartfelt connection with customers, nurturing a deeper understanding of sibling connections while showcasing the brand’s impeccable artistry. GIVA has always prioritized individuality and self-expression in its design ethos. This Raksha Bandhan, the brand is particularly attentive in presenting a diverse range of top-notch, hypoallergenic rakhis, all certified by GIVA. This effort is dedicated to cherishing the enduring bond, as precious as silver, that exists between siblings.
