In a move heralded to be the first of its kind, the IPL is set to be broadcast live on the internet. Google will partner with the IPL and show all matches of the 2010 season on a dedicated YouTube channel, according to Lalit Modi, the league’s commissioner.
“This changes the world of sports broadcasting. The internet has changed the lives of everyone and this will do the same for sport,” Modi told the Daily Telegraph. “We are now taking our event truly global for the first time. Google gives us access to 500 million pairs of eyes every single moment of the day. There are a few countries where the feed will be near as live which means there will be a delay of only a few minutes, but most places will be able to see live streaming of the action.”
Under the terms of the agreement, Google will have exclusive online rights for IPL content for two years and both Google and IPL will share revenues from sponsorships and advertising “We are thrilled to have the IPL as our global partner,” said Shailesh Rao, a senior manager of Google India. “YouTube offers an open platform for sports and entertainment companies to take their content to a global audience and a great opportunity for advertisers.”
The move is expected to give the IPL access to global markets, where the second season was not telecast. The first season of the IPL was broadcast live in the United Kingdom, on the now defunct Setanta network, but there was no live feed for the 2009 tournament. In the absence of a television partner for the upcoming season, the UK audience will be able to view the cricket live. Countries that have a live television feed of the IPL matches will also be able to access the YouTube feed but with a delay of a few minutes.
“We do not have a live feed in the UK. People in the UK keep asking me why they can’t see it. Now if they have a broadband connection they can get it for free. It is about broadening the fan base, after that everything follows,” Modi said.
The most significant aspect of the deal is the amount of control it gives the viewers, who will be able to customise their viewing experience by choosing between different camera angles. Additionally they will be able to freeze, fast-forward and rewind the feed, as well as watch replays at any time during the day, a choice that is unavailable to television viewers who are bound by broadcast schedules.
“This will be a true experience for the fan who will be able to control how and when they watch the action. It doesn’t matter if you live in Australia and the games are shown during the middle of the night. Now you will be able to get up in the morning and, if you have an internet connection, watch the action at a time of your choosing and not have to wait for a broadcaster to repeat it,” Modi said. “The fans will also have exclusive feeds which we are only showing on Google. They will have what we call a Fan Feed which will show the entertainment around the matches.”
Modi said that despite the move towards the internet platform, which will provide the thrust for the IPL in its ambition to become a global brand, television will continue to remain an important focus area. “Television broadcasting still remains a massive focus for us all but this offers us tremendous potential for the future. Google has never done this before. This is a first for the whole of sport.”
