The 21st Century Fox owned media & entertainment company Star India has licensed the digital distribution rights for IPL 2014 from Times Internet, the digital arm of the Times of India Group. Star will offer streaming and video on demand on Starsports.com, the Star Sports app, and on mobile operator services powered by Star Sports.
For IPL, Google owned YouTube was the digital distribution partner for the Bennett, Coleman & Co owned Times Internet during the earlier seasons. This will no longer be the case.
Times Internet will distribute IPL streaming and video on demand on its cricket destination on web and mobile, powered by a Starsports.com video player. Both companies will market the joint proposition, and Star India will be solely responsible for monetization, including advertising sales, Times Internet said.
Last year, IPL online witnessed a 56% growth in unique visitors, with over 200 million video views.
Launched in June 2013, starsports.com has been pushing heavily in the Indian market. Sanjay Gupta, Chief Operating Officer of StarIndia said
We want to make IPL the world’s largest sporting event on a digital platform this year.
Times Internet has had the rights to IPL for three years now.