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We took a holistic approach: BCCI treasurer Dhumal on bold reserve price
While the industry would have a keen eye on the much-anticipated Reliance-Amazon faceoff for the digital rights, BCCI’s reserve pricing itself is a giveaway.
It would surprise no one if the per match IPL valuation speeds past the ₹100 crore marker in Sunday’s e auction. After all the Board of Control for Cricket in India (BCCI) has set a bold collective reserve prize (TV + digital + 18 non-exclusive matches digital + rest of the world) of ₹89 crore – 163 % of the current value. Fair pricing?
“The figure came out after discussions with all the stakeholders, given the ratings we have received all these years,” said BCCI treasurer Arun Dhumal.
“It’s not that we decided unilaterally. We took a holistic approach after discussions with everyone. It is in line with what all the participants may have anticipated.”
Sony, who beamed IPL on Indian homes for the first 10 years and expected to be one of key players in the bidding publicly said that BCCI’s pricing was aggressive.
“People say things as part of the strategy,” Dhumal quipped. “I would not like to comment upon it. We will see on June 12 how participants go about it.”
While the industry would have a keen eye on the much-anticipated Reliance-Amazon faceoff for the digital rights, BCCI’s reserve pricing itself is a giveaway that they are expecting linear TV to hold sway at least in the next 5 years.
“With better connectivity and bandwidth, OTP is the future. It is the way forward with the changes in telecom sector and 5G network in the pipeline. But we still feel that linear has got deep inroads in India as a market and may play a big role in the current bidding,” said Dhumal.
Having multiple broadcasters and streaming rights holders is a common practice in evolved global sporting leagues. For the first time, the Indian board is experimenting with a non-exclusive bundle of 18 marquee IPL matches.
“The idea is to have more participation from players who may not have the deep pockets to go for the entire gamut of games. Of course, parties have the right to retain exclusivity if they want to. The winner of entire digital rights category can always go for these matches too, if they want.”
Running what is by far the biggest cricket property in the world, BCCI bosses are unmoved by the reported dip in ratings in the recently concluded season.
“The ratings numbers are yet to come. But given the interest we saw in the playoffs; it was very well received. Just that this time we had to restrict the matches to one part of the country. But overall, I don’t think the interest for IPL has faded,” said Dhumal. “We have seen interest and enthusiasm amongst all the participants in the last few weeks. We are hoping for a great number.”
What about industry pundits who are expecting bidding to be more lukewarm due to the high base price?
“That’s what they said when we had the auction for two new teams (Lucknow Super Giants and Gujarat Titans). Things will go the same way I feel,” the BCCI office bearer said.
