Playing against the spin

AS ZEE RE-ENTERS SPORTS BROADCASTING, IT LOOKS TO BUILD IPS IN EMERGING SPORTS RATHER THAN INVESTING IN BIG-TICKET CRICKETING TOURNAMENTS

- KARTIKAY KASHYAP

AFTER STAYING OFF the field for close to a decade, Zee Entertainment has decided to reenter the sports broadcasting and live streaming arena.

But instead of engaging in close-quarters combat with the entrenched players, it has decided to play by its own rules. So rather than aggressively bid for high-cost marquee cricket rights, the platform plans to follow a measured and ROI-driven strategy, focusing on selective sports properties, regional leagues and niche tournaments, while integrating sports content across linear television and its digital platform, Zee Sports.

Zigging when others are zagging might feel risky, but it is often the key to standing out and building a loyal audience. “Our focus is on developing the emerging categories in national and regional sports,” says Bavesh Janavlekar, chief channel officer, Marathi movies & head, sports business, Zee Entertainment. “The goal is to create a diversified live-content portfolio with a differentiated positioning.”

Why does Zee feel the time is right? “The fast emergence of new sports categories and the upcoming Commonwealth Games — and most likely the 2036 Olympics, which India is bidding actively to host — justify Zee’s move, but it will have to do more and invest in high-ticket ICC tournaments,” says Prasanth Shanthakumaran, head of sports sector, KPMG India.