CRICKET VISION

As the Indian Premier League moves towards micro-segmentation of its viewers, the cricket-viewing experience is shifting towards greater personalisation

- KRISHNA GOPALAN

THE SOCIAL MILIEU in India has changed considerably from the 1990s to now and nowhere is this shift better chronicled than in the act of watching cricket. In the 90s, Doordarshan (DD) was still the norm, and cable television had only just begun to gain popularity. As matches moved from government-owned DD to private networks, homes with cable TV often opened their doors—quite literally—to neighbours who didn't have access. Watching cricket was a community activity, one that often blurred class lines.

Since then, viewership has shifted towards increased personalisation, reflecting the broader trend of individualisation in social interactions and experiences.

From television screens earlier, matches are now viewed on a six-inch mobile screen. The product enabling the experience, MaxView, was first piloted during the Asia Cup 2023. The second version was introduced during last year's T20 World Cup, but it was the marquee Indian Premier League (IPL) 2025 telecast by JioStar that truly has set a new benchmark. For the broadcaster, who owns the television and digital rights to the IPL, as well as the rights for the tournaments conducted by the International Cricket Council (ICC) and the Board of Control for Cricket in India (BCCI), this is a big breakthrough.