In the bustling metropolis of Mumbai, during a recent summit, Anil Jayaraj, the CEO of Sports at Viacom18 Media, took center stage to address the evolving landscape of sports in the digital era. Jayaraj, with a keen eye on the future, shared his insights and strategies aimed at propelling the growth of sports through digital innovation, particularly emphasizing the challenges and opportunities presented by subscription-based models and digital advertising.
The digital domain, with its rapid advancements, has ushered in a new age of advertising, characterized by its ability to precisely target audiences based on a rich tapestry of demographics, psychographics, and user intent. Jayaraj highlighted this transformative potential, pointing out how digital platforms could offer customized content to fans of specific sports teams, such as CSK or RCB, thereby significantly enhancing user engagement and loyalty.
One of the most notable advancements discussed was the overhaul of Viacom18’s connected TV platform (CTV), which promises an enriched viewing experience with double the scale of its previous incarnation. Jayaraj underscored the role of 4K technology in elevating the sports viewing experience to unprecedented heights, marking a significant leap forward in media consumption.
The conversation also turned to industry giants like Samsung and LG, whose contributions to the connected TV ecosystem through the sales of CTVs are invaluable. Jayaraj lauded the addressable and targetable nature of CTV, emphasizing its critical role in the dynamic media landscape.
Furthermore, Jayaraj shone a light on the untapped potential in media-dark areas, regions traditionally underserved by digital advancements. Initiatives like the affordable Jio Bharat phones, which are priced below Rs. 1,000, were cited as key to extending digital reach and opening new frontiers for advertisers in these areas.
Despite India’s vibrant sporting culture, Jayaraj acknowledged the lower rates of sports consumption compared to other countries. He sees digital platforms as a bridge to close this gap, enabling access to a wider audience beyond those served by traditional linear TV.
In addressing the Indian Premier League (IPL), Jayaraj revealed plans to enhance the digital experience with the introduction of new languages and more effective advertising solutions, aiming to draw in a broader advertiser base. The goal is ambitious: to grow the company’s advertiser count from over 800 to 4000 in the current year, by offering comprehensive solutions tailored to diverse audience preferences.
However, Jayaraj expressed concerns over subscription-based models for sports content, arguing that such models might restrict accessibility and, by extension, hinder the growth of the sports industry. He championed the success of digital advertising, especially performance marketing strategies, as a driving force for growth.
In his concluding remarks, Jayaraj reaffirmed Viacom18’s dedication to leveraging digital platforms to foster sports growth in India. He stressed the importance of accessibility, availability, and affordability in expanding sports consumption, showcasing the company’s commitment to delivering targeted advertising solutions that cater to the nuanced needs of the Indian audience.
Jayaraj’s vision for the future of sports in India is clear: a digitally-driven approach that not only enhances the viewing experience but also broadens the reach of sports, making it more accessible and engaging for fans across the country. His strategies reflect a deep understanding of the changing media landscape and a commitment to innovation, positioning Viacom18 as a key player in the digital transformation of sports consumption and advertising in India.
