Why Does Star Sports Only Broadcast One Match of the CWC 2019?
Every cricket enthusiast in India was eagerly waiting to watch all the matches of the ICC Men’s Cricket World Cup 2019, but the reality was quite different. Star Sports, the official broadcaster of the tournament in the Indian subcontinent, surprisingly only broadcasted one match instead of the expected two. This article aims to delve into the reasoning behind this decision and explore the broader implications of the broadcasting rights in India.
Star Sports’ Strategic Benefit and Fan Engagement
When considering the reasons behind the limited match broadcasts, it's essential to look at the strategic benefits and fan engagement strategies utilized by Star Sports. The primary rationale is:
Widest Possible Potential Reach: By restricting the broadcast to a single match, Star Sports ensures that the coverage is available on all their platforms, maximizing their reach. The potential reach includes live coverage across multiple channels and short form clips on various platforms. Multiple Viewing Options: Fans can engage with the tournament through a variety of ways. Whether it's watching the live matches, viewing short clips, or engaging with pre and post-match analysis, the multiple platforms serve to keep the fans connected with the tournament. Global Distribution: The tournament is broadcasted to over 200 territories through 25 different partners, ensuring that the coverage is available to the maximum number of viewers. This global reach is further enhanced by the ability to broadcast in 7 different languages, making it accessible to a wider audience.The Broadcasting Rights and Cost Analysis
The restricted broadcast can also be attributed to the broadcasting rights that Star Sports has acquired. As the exclusive rights holder for the Indian cricket broadcasts from 2018 to 2023, Star Sports' decision is strategic and cost-effective:
Rights Acquisition: Star Sports paid a jaw-dropping amount of INR 6138.1 Crores for the BCCI media rights. This translates to an average cost per match of INR 60.1 Crores, which is extremely cost-effective, especially for such a large-scale event. Monopoly Control: With the rights to the Indian Premier League (IPL) and now the ICC World Cup, Star Sports holds a significant broadcast monopoly in the country. This pricing strategy allows them to control the narrative and ensure maximum revenue through various marketing and broadcasting strategies.It is critical to note that Star Sports is not the only player in the game. Reliance Industries Limited and Sony Pictures Networks India Private Limited were also part of the bidding process but ultimately lost to Star Sports. This highlights the importance of securing these broadcasting rights for a massive sum.
Free-to-Air Broadcasting and Alternatives
In the case of India, the situation gets a bit more complicated. While Star Sports holds the rights, DD Sports, a free-to-air channel, provides an alternate view. For Indian audiences, there are some alternatives:
Star Sports: The primary channel for all matches. DD Sports: While owned by the same group, DD Sports broadcasts matches played by the Indian team along with semi-finals and the final.Despite this, the limitations posed by the broadcasting rights mean that even on DD Sports, there are limitations. Viewers in other Direct-to-Household (DTH) and Multi-Screen Operators (MSO) can only watch DD Sports during India matches, not on free-to-air basis.
The cost-effectiveness and strategic decisions by Star Sports play a crucial role in the broadcasting of the tournament. However, it is important for fans to keep these factors in mind to understand the limitations and alternatives available to them.