Amazon India Eyeing on Digial Rights for IPL


On 18th Sep 2016, Board of Control for Cricket in India (BCCI) announced the Invitation to Tender (ITT) for the Indian Premier League (IPL) media rights, and along with many biggies across broadcast and digital platforms, Amazon which is an American e-commerce and cloud computing company, is also inquisitive. Amazon has proposed for the digital media rights to broadcast IPL and pulled up the tender documents, as per three people who are known about the proceedings.

There are many overseas companies who have paid heed to IPL and are asking about the procedures of advertisement and are more curious to be involved in the digital component. Apart from Amazon, American online and social media big players like Twitter, Facebook and Google can compete for the IPL property.

In India, BCCI gives television broadcasting rights for 10 years and digital media rights for five years. IPL was launched in 2008 and since then broadcast rights for IPL have been with Sony Pictures Networks Pvt. Ltd. Sony’s contract expires in 2017 with IPL’s 10th edition and BCCI is all geared up to have an open bidding process for the next 10 years, the invitation to which is supposed to close on 25th October. The key eligibility for TV broadcasting rights is that the television broadcaster should not be of news cadre and on other hand all the broadcasters, online portals and mobile phone services can bid for the digital rights.

TV ratings agency Broadcast Audience Research Council of India released a data in June according to which total viewership of IPL accounted by impressions stood at 1.02 billion. Involvement in IPL can aid Amazon in jogging the memories of its existing customers and trying to strike a chord of new customers.

Adding on to the endeavors of the company, lately in July, Amazon India introduced its global Prime membership programme in over 100 cities of the country. Under this scheme customers can vouch for the delivery of hundreds of thousands of products in one-day and two-day for a fixed price of Rs.499 as an introductory price. The video content for prime will soon be floated and the company is in talks with film studios for the same.

Analysts say that presently there are 50-60 transacting users who are frequently buy things online. Greg Greeley, vice president, Worldwide Prime, shared his thoughts on the launch of prime in India that Prime continues to evolve since its initiation in every country as they add millions of additional items that can be delivered amazingly fast and free.

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