JioCinema, the renowned streaming platform backed by Mukesh Ambani, Asia’s wealthiest individual, achieved a remarkable milestone in viewership during the thrilling finale of the Indian Premier League. This immensely popular cricket tournament, known for its condensed format, had its digital rights secured by Ambani just last year.
The nail-biting, rain-delayed match, which took place at the Narendra Modi Stadium in Ahmedabad with a capacity of 130,000 people, attracted approximately 32 million concurrent viewers. This free-to-watch broadcast was made possible through Viacom18, a joint venture between Ambani and Paramount Global that owns JioCinema. The charismatic Mahendra Singh Dhoni led the Chennai Super Kings to their fifth league title in a closely contested clash.
The anticipation of witnessing Dhoni’s potential farewell appearance was undoubtedly a contributing factor to the heightened viewership. However, the former Indian captain hinted at his return for the next year’s tournament.
The focal point now shifts to JioCinema’s ability to convert the success of the free-to-watch IPL into paid subscriptions. Reliance Industries Ltd., the conglomerate headed by Ambani, aspires to become a prominent global media powerhouse. JioCinema has already initiated a fee-based model after acquiring the rights to HBO and Warner Bros Discovery Inc. shows, positioning itself as a formidable competitor against industry giants like Walt Disney Co. and Netflix Inc. in India’s massive market.
Ambani’s media venture outbid companies, including Disney, to secure the IPL’s digital rights, while Disney secured the television broadcasting rights. As we anticipate the next IPL season, which is still a year away, it remains uncertain whether JioCinema can sustain its growth and expand further, according to Mihir Shah, the Vice President for India at Media Partners Asia.
Cricket’s Transformation
Since its establishment in 2008, the IPL has revolutionized cricket by infusing Bollywood glamour and American sporting spectacle into the traditionally genteel sport.
While this departure from tradition may have deterred some fans, others have been captivated by the shorter and more dynamic format, where matches typically conclude within four hours. Sundar Pichai, the CEO of Alphabet Inc., even chimed in with his congratulations and commiserations on Twitter.
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Basant Kasayap is an entertainment aficionado who delves into the glitz and glamour of the entertainment industry. From Hollywood to Bollywood to regional cinema, she offers readers an insider’s perspective on the world of movies, music, and pop culture.
