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Digivive’s nexGTv Gets Mobile TV Rights For IPL 2013; Monetization


nexGTvWith the Indian Premier League (IPL) 2013 starting off next week, Digivive’s mobile television service nexGTv has partnered with Times Internet* to secure the official mobile streaming rights for IPL 2013.

Remember that Times Internet had won the global rights to the IPL for Internet, Mobile, Radio and Television (for certain territories) for a total rights fee of Rs. 261.6 crore rupees for a four year period 2011-14, in March 2011.

While the financial details of the partnership were not disclosed, Jaskirat Gill Singh, VP Marketing, Digivive has informed MediaNama that this partnership is non-exclusive and Times Internet has partnered with two companies for IPL mobile streaming rights this year, unlike a single partner until last year.

Times Internet has informed Medianama that the other partner will be Google’s YouTube. Its currently not clear if this is a new partnership or a continuation of its previous partnership. Times Internet had previously inked a two-year non exclusive partnership with Google to offer simultaneous live streams and video clips on its YouTube channel and on its portal, however Indiatimes was keeping 100% of the ad revenues on YouTube since it was selling and managing ad inventory on the video sharing portal. As part of the deal, YouTube also offered video clips on its mobile site, although we are not quite sure if it offered live streams as well.

The difference between these two partnerships however is that nexGTv gets an ad-free video feed while the YouTube feed will include ads.

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What it offers

The company said that nexGTV will offer live streaming of all 76 matches through its mobile app, although there will be a five minute delay in the feed. It will also offer a video on demand service which will offer match repeats and highlights to consumers. Interestingly, Digivive will apparently club the IPL channel into its existing subscription packs on nexGTv, allowing users to watch the channel by subscribing to these packs.

nexGTv currently offers native apps for Android, iOS, Symbian and BlackBerry mobile platforms. Alternatively, users can also download the app by sending a SMS ‘MYTV’ to 58888. The company claims to register 25,000 downloads on a daily basis and claims to have 9 million users for the service.

Singh claimed that the nexGTv service works even on 2G connection and 60% of their nexGTv subscribers are 2G users. The app detects whether the subscriber is on a 2G or a 3G network and streams the content depending on the network. For instance, it streams a 80bits/sec video stream to 2G subscribers and a 180bits/sec stream to 3G subscribers.

Monetization:

The company plans to monetize through two channels – tie up with telcos and offer weekly or monthly subscription packs to subscribers and through in-stream video advertisements.

Singh told that as part of the agreement, they will be receiving an ad-free video feed from Times Internet, on which they play to show limited ads in the video stream. He said that users will see one video ad before the live match feed starts and there will be occasional ads during the stream.

Other Developments

In May 2011, Apalya had secured the exclusive mobile and video streaming rights for all IPL matches for the 2011 and 2012 season. It was also the Mobile TV partner for IPL’s 2009 & 10 season. The matches were streamed on Indian telecom operator decks and on Apalya’s mobile apps on Android and iOS. The iPhone and iPad apps were priced at $4.99 and $9.99 and offered a live stream, while the Android app were available for free download but lacked a live stream.

Times Internet had signed a non-exclusive deal with YouTube last year to offer simultaneous live streams and video clips on its YouTube channel and on its portal. Other partnerships include AvaniTV which broadcasted IPL 5 matches live on its AvaniTV car kit from April 4, 2012 – May 27, 2012, All India Radio which broadcasted the running commentary of the last three IPL matches and Ozone Media which was Times Internet’s exclusive sales partners for IPL 2012 WAP, Android and Blackberry Applications.

Related:

IPL 5 Online Stats: 55% Growth; 113 Million Pageviews, Bangalore With Max
Indiatimes’ IPL5 Plans: Brand Integration, Gamification, YouTube Revenue, Celebrity Tweets, Takedowns
Apalya Gets Mobile TV Rights For IPL 2011 And 2012
Indiatimes’ IPL 4 Partnerships: YouTube, vRock, Apalya, Indiagames Say Sources

*Disclosure: Times Internet is an advertiser with MediaNama