Disney Star, the official broadcaster of IPL 2024, has set new benchmarks in viewership for the tournament’s first 10 matches. According to BARC, an astonishing 35 crore viewers tuned in, surpassing previous records, even those from seasons held during the pandemic. The overall watch time surged to a remarkable 8028 crore minutes, marking a 20% increase compared to last year.
Fan-Centric Initiatives and Enriched Programming
This unprecedented success can be attributed to a combination of fan-centric initiatives, enriched programming, and an engaging marketing campaign. Match ratings for the 17th season of the tournament have soared by 22% compared to the previous edition. Sanjog Gupta, Head of Sports at Disney Star, expressed gratitude for the overwhelming support and emphasized the broadcaster’s commitment to enhancing the viewing experience through innovations like HDR-enhanced 4K, interactive services, and multi-platform fan engagement.
Diverse Broadcasting Approach
Disney Star’s broadcasting efforts extend across 14 feeds in 10 languages, ensuring accessibility for diverse audiences. Additionally, a special feed in Indian Sign Language caters to Deaf, Hard-of-Hearing, and Visually Impaired fans, showcasing a commitment to inclusivity and accessibility.
Disney Star has introduced various programming initiatives to cater to different segments of the audience. Custom highlights tailored to specific fan cohorts shows like “Cheeky Singles” hosted by popular YouTuber Carry Minati, and collaborations with content creators across platforms enrich the viewing experience and foster deeper engagement.
Innovative Marketing Campaign
The marketing campaign for IPL 2024, titled “AJAB IPL KE GAJAB RANG,” resonates with fans by capturing the emotional rollercoaster of supporting a team through the tournament’s highs and lows. This insight underscores the diverse experiences fans have while engaging with the IPL, adding depth to the tournament’s narrative.
Recognizing the importance of engaging younger audiences, Disney Star has launched special programming like “Super Funday” every Sunday afternoon, targeting 8-12-year-olds. Additionally, activations like “Star Nahi Far” bring fans closer to their favourite players, enhancing the sense of connection and excitement surrounding the tournament.
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Looking Ahead
With the highly anticipated Rivalry Week scheduled from April 8 to 14, Disney Star aims to elevate the tournament’s buzz further, promising more thrilling moments and engaging content for fans to enjoy. As IPL 2024 continues to captivate audiences worldwide, Disney Star remains committed to delivering unparalleled viewing experiences while pushing the boundaries of sports broadcasting innovation.
