While events like the IPL have shifted to JioCinema, international tournaments organized by the ICC still find their home on Hotstar. However, there might be a significant issue brewing, all centered around the recent ICC Men’s T-20 World Cup.
So, what’s the problem?
The Disney-Star duo is raising concerns about the return on their substantial investment.
The recent ICC tournament highlighted several challenges that raised significant concerns for Disney-Star regarding the quality and management of the event.
One of the primary issues was the scheduling of key matches, notably those involving the West Indies and the first semi-final between South Africa and Afghanistan, which were broadcast in the early morning hours in the subcontinent.
This scheduling decision significantly impacted viewership, leading to a decline in audience engagement and, consequently, a reduction in the potential return on Disney-Star’s substantial investment in the broadcast rights.
Additionally, the pitch conditions at Nassau County Stadium in New York presented further difficulties. The drop-in pitches at this venue were excessively bowler-friendly, resulting in low-scoring games where both teams were bowled out for less than 100 runs, with the highest score being only 137.
The ICC’s subsequent rating of the first two surfaces as “unsatisfactory,” along with the concerning performance of the Trinidad pitch during the South Africa-Afghanistan semi-final, further exacerbated Disney-Star’s concerns.
These issues not only affected the quality of the cricket but also potentially harmed the overall viewer experience, which is crucial for sustaining interest and maximizing viewership.
Given Disney-Star’s $3 billion investment in securing the rights to broadcast ICC events in India over the next four years, such disruptions are troubling. The success of these events directly influences revenue streams and the broader financial ecosystem of the ICC, particularly for members who heavily rely on these funds.
Advertisement is undeniably one of the most important aspects of sports, generating significant revenue. However, if commercial interests begin to dictate how sports are managed, audiences will lose their patience. It’s already evident that viewers are unhappy with the types of ads being shown during matches. If this trend continues, it could ruin the game.
Ads are important, but they are not the soul of the game. Just to make ads work, you can’t—and shouldn’t—change the essence of the sport. This approach is absolutely absurd. Advertisements should adapt to the sport, not the other way around. If the latter happens, sports could be heading toward a very bleak future.
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