IPL….

IN RED AFSHA’S PART, IN BLUE SONIA’S, IN GREEN MUSTUFA

Introduction :
1. Launched by BCCI on the line of Football’s English Premier League and National Basketball
League (NBA) of the US.
2. Professional Twenty20 cricket league created and promoted by BCCI and backed by ICC.
3. 8 teams, 44 days, and 59 matches.
4. Total base price for auction was $ 400 million and fetch $ 723.59 million.
5. Most expensive franchise is owned by Mukesh Ambani – $ 111.9 million.
6. MS Dhoni and Andrew Symonds emerged as the costliest Indian and overseas player respectively.
7. DLF Universal secured exclusive rights to the IPL title sponsorship worth Rs. 200 Cr (over $50
mn) for 5 years.
8. India’s Sony Television network and Singapore based WSG secured broadcasting rights at a
cost of $ 1.026 bn for 10 years.
9. Bring income of $ 1 bn to BCCI over a period of 5 to 10 years, out of which 40% will go to IPL,
54% to franchise, and 6% as prize money until 2017.
10. Out of $ 1.026 bn, $ 918 mn to BCCI and $ 108 mn for the promotion of the tournament.
11. 20% would go to IPL, 8% as prize money, and 72% would be distributed to the franchisees until
2012.
12. Double round-robin and knockout.
Future Expansion
1. Four new franchisees will join IPL in 2010-11.
2. Two confirmed franchisees will be based in Ahmedabad and Kanpur.
3. In 2012-13, two more teams will join the IPL.
4. Possibly second franchise from Delhi’s suburbs.
5. Possibly second franchise from Mumbai or new franchise from Pune.
6. For 2009 season tentative dates for the IPL will be April 10th, 2009 to May 29th, 2009 and
format of the tournament will remain the same as that of the inaugural season.

ICL v/s IPL : The Competitive Edge.

1. Solid backing of BCCI and ICC with almost 10 huge stakeholders whereas ICL has a single
promoter Essel Group.
2. IPL is playing a safe game while ICL wants to create a new league of talent from upcoming
aspirants.
3. IPL seems to be attractive business model involving high level risk while in ICL level of risk is
comparatively lower.
Research Analysis
 A research was conducted across 400 people in the city of Nagpur.
  83% said Yes and 17% No
DO YOU FOLLOW IPPL MATCHES?:44% did not miss a single match, 38% favorite teams matches only,
12% match highlights, and 6% only on holidays, Sundays and weekends

MATCHES ON TV FREQUENCY:

6% MATCH HIGLIGHT ONLY,38% MATCHES OF FAVOURITE TEAMS,44%ALL MATCHES

DAILY,12%ONLY ON SUNDAYS HOLIDAYS WEEKENDS

 SUSTAINED LEVEL OF INTEREST? 63% because of crisp timing, 29% others factors attract
them, 5% said that Bollywood starstempted them to watch, and 3% found entertainment value

PRESEFRRED TV TIMW SLOT:62% preferred 8 to 11 pm, 12% no specific time to watch TV and equal
number preferred to watch TV after 11 pm, 9% preferred afternoon slot of 2 to 5 pm, and 5% preferred
morning time of 7 to 9 am

CHANGE IN TV HABIT

60% said that IPL brought about a change in their viewing habit, 11% said that viewership pattern
changed to certain extent, and 29% felt that it did not affect their viewership pattern in any way

IS IPL BETTER THAN ICL?

78% said Yes IPL is better than ICL, 14% said No, and 8% said to an extent it is better than ICL

WHATS IPL FOR YOU?

37% feel that IPL is all about aggressive marketing, 31% said that great futuristic strategy, 26% feel that
IPL is just a 45 days of masala, and 6% feel it is threat to TV and cinema

Conclusion :
1. IPL is a winning formula, its marketing and crisp timing being its USP.
2. It also has the potential to beat the prime time TV shows as is evident from the views of people.
3. According to Hemant Vasu Vidarbha, IPL needs to keep up to its expectation.
4. IPL needs to create loyalties not just for the states the teams represent, but for the playing teams
as well.