YuppTV looks to build awareness, acquire new customers globally through IPL rights
MUMBAI: Emerald Media-backed over the top (OTT) platform YuppTV is looking to build brand awareness and acquire new customers through the Indian Premier League (IPL).
The OTT platform had recently acquired the TV and digital rights for the IPL for Europe, South East Asia, and Latin America, in addition, non-exclusive rights for the Australia market. Star India is the owner of IPL media rights till 2022. The broadcaster sub-licensed the rights for these territories to YuppTV.
Speaking to TelevisionPost.com, YuppTV founder, CEO Uday Reddy noted that the aim is to build YuppTV’s brand awareness in these markets and to grow its subscription. He also pointed out that markets like Singapore have a good expat population who would be interested in the cash-rich tourney which kicks-off on 7 April.
“Australia and Singapore have quite a big expat market. Even Europe has a decent expat market. We are focussing on this area. This move will increase brand awareness and customer acquisition,” Reddy said.
In terms of viewer interest, he said that the interest is picking up for the IPL year on year. He added that the involvement of international cricketers in the IPL raises its global appeal. “Australia as a country watches a lot of cricket. In Europe we primarily target the expats,” he stated.
Reddy also said that the OTT platform will monetise the rights through subscription. “The pricing differs from market to market. If someone buys a yearly subscription then the IPL is a part of that. However, on a standalone basis the IPL subscription will cost $20-30,” he noted.
Explaining the rationale behind acquiring the TV rights, Reddy noted that Smart TV penetration is growing. People who have Apple TV can watch it on TV.
YuppTV is doing a lot of marketing activities in the target markets to drive awareness about the IPL. “We are doing a mix of online and offline activities in each of these countries. The retail stores in which we have subscriptions have banners. We are also doing TV advertising,” he added.
Without getting into the details of acquisition cost, Reddy said that the company always pays a fair price for properties and does not go beyond that. “If it makes sense we buy the rights. If it does not make sense we don’t buy,” he asserted.
The BCCI rights are also something that Reddy is keenly interested in. He added that in terms of targeting expats it is mainly cricket that he is interested in when it comes to sports.
Earlier, YuppTV had acquired the digital rights of Nidahas Trophy for US, Canada, Middle East and North Africa, Australia, New Zealand, Malaysia, United Kingdom and Europe. It had also bagged the exclusive digital rights of ICC Champions Trophy 2017 for Canada & Continental Europe.
YuppTV is one of the world’s largest internet-based TV and On-demand service provider for South Asian content, offering more than 250+ TV channels, 5000+ Movies and 100+ TV Shows in 14 languages. It has 25000 hours of entertainment content catalogued in its library, while nearly 2500 hours of new on-demand content is added every day.
Emerald Media, a Pan-Asian platform established by leading global investment firm KKR, has acquired a significant minority stake in the company for $50 million. YuppTV had earlier raised its Series A round of funding from Poarch Creek Indian Tribe of Alabama.