Amazon India joins the race for IPL broadcasting rights, focussed on promoting ‘Amazon Prime’
According to sources, Amazon India has reportedly made a bid for obtaining the digital rights to broadcast the Indian Premier League (IPL) cricket tournament. The move is being seen as a strategic attempt on the company’s part to find more purchase and footholds in the country, for its ‘Prime’ service.
Board of Control for Cricket in India, on Sunday announced that it will be awarding the television broadcasting rights for the IPL for the next 10 years and the digital media rights for five years. The tenders were opened on the 18th of September and the competitive bidding process is expected to close on the 25th October.
With this bid Amazon will become one of the global entities to have exhibited an interest in buying the broadcasting rights of the tournament. The company is undoubtedly aware of the huge interest generated by the series in India and is looking to turn a profit by purchasing the digital rights for the same. The company will be competing with Sony Pictures Network and Star India Pvt Ltd, among others.
Sony currently holds the IPL rights, but with the advent of Amazon into the scene, there will be interesting changes to see. It will also be interesting to see the amount Amazon is willing to spend on these rights. Amazon India has already launched its Amazon Prime membership in over 100 Indian cities, with a promise to deliver in as less as one or two days. The company is also working to build up and augment a roster of video content. The IPL, with its impression based viewer-base of over a billion, is probably amongst some of the best video content to set the ball rolling for Amazon India.