Viacom18’s JioCinema and Sports18 channels have set new benchmarks in sports broadcasting with their coverage of the Paris 2024 Olympics, amassing over 17 crore viewers and accumulating more than 1500 crore minutes of watch time. This unprecedented success marks a significant milestone in the growth of non-cricket sports viewership in India.
For the first time, the Olympics coverage in India was offered across 20 concurrent feeds on JioCinema, free of charge. On linear television, the event was broadcast on Sports18’s various channels, catering to different language preferences and providing extensive coverage that engaged audiences nationwide.
Multi-Language, Multi-Platform Coverage
Viacom18’s innovative approach to sports broadcasting included offering the Paris 2024 Olympics in four languages: English, Hindi, Tamil, and Telugu. The feeds were meticulously curated to provide a comprehensive and engaging viewing experience. Sports18 – 1 and Sports18 – 1 HD delivered English commentary, while viewers could switch to Tamil and Telugu using the language button. Sports18 – 2 provided Hindi commentary, ensuring that a broader audience could enjoy the event in their preferred language.
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The coverage also featured an expert panel of former Olympians, who provided insightful analysis and commentary. Additionally, Viacom18 sent a dedicated crew of over 20 people to Paris, ensuring robust on-ground coverage from six different venues.
Engaging Viewers with Innovative Ad Formats
The impressive viewership numbers were accompanied by significant advertiser participation, with 69 brands associating with Viacom18’s Olympics coverage. The event saw a 2.6x increase in advertising revenue compared to the previous edition of the Olympics, underscoring the growing appeal of non-cricket sports in India.
Viacom18 introduced several innovative ad formats to enhance brand visibility and engagement during the Olympics. These included Split Screen ads, 4-sided Squeeze Backs, and contextual assets like Super Start, Winning Moment, Super Saves, and Branded Tabs on the Medal Tally and Schedule. These formats allowed advertisers to connect with viewers during key moments of the games, making their campaigns more impactful.
High-Quality Production and Storytelling
Kiran Mani, CEO of Viacom18 – Digital, highlighted the importance of quality production and storytelling in the success of their Olympics coverage. “Paris 2024 is a prime example of how non-cricket sporting action is continuing to grow in adoption amongst Indian audiences. Our Olympic coverage was not just a world-class production, it allowed viewers to watch the action with studio experts, with commentary in local languages, along with compelling storytelling, and fascinating live & non-live coverage of every event across two weeks,” Mani stated.
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The focus on delivering a high-quality viewing experience, combined with the accessibility provided by free streaming on JioCinema, played a crucial role in attracting such a large audience. The seamless integration of on-ground reporting, expert analysis, and engaging commentary ensured that Indian viewers were deeply connected to the events unfolding in Paris.
A Bright Future for Non-Cricket Sports in India
The success of Viacom18’s Paris 2024 coverage is a testament to the growing popularity of non-cricket sports in India. The record-breaking viewership numbers and enthusiastic advertiser participation indicate a shift in the Indian sports landscape, where events like the Olympics are now garnering significant attention.
Viacom18’s commitment to enhancing the sports viewing experience and providing advertisers with effective avenues to reach their audiences has set a new standard in sports broadcasting. As India continues to embrace a wider array of sports, the future looks bright for non-cricket sports, with Viacom18 leading the charge in delivering world-class coverage to millions of fans across the country.
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