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Times Internet to spend $7 million on marketing for IPL 2012

Times Internet Limited (TIL) has said that the company will
spend around $7 million on marketing this IPL season. Brands like Coke,
Samsung, Maruti Suzuki, HUL, Hero, Citi Bank, Ebay, Kotak Mahindra Bank and
Karbonn Mobiles will sponsor the online broadcast of the 51-day tournament this
year.

Times Internet Limited (TIL) has said that the company will
spend around $7 million on marketing this IPL season. Brands like Coke,
Samsung, Maruti Suzuki, HUL, Hero, Citi Bank, Ebay, Kotak Mahindra Bank and
Karbonn Mobiles will sponsor the online broadcast of the 51-day tournament this
year.

A TIL-led consortium had paid Rs 261.6 crore last year to
acquire IPL’s global internet, mobile and radio rights, as well as television
rights in some territories for four years. TIL also partnered with Google last
year to stream IPL matches on Indiatimes and Youtube. This year, for the first
time, TIL is in talks with AIR (All India Radio) to run match commentary on
their AM radio network.

This year, TIL has introduced a host of new features and
interactivity on its IPL website. The website will now have interactive
scorecards, high-definition streaming of IPL matches, DVR features (to rewind
during a match), and video-on-demand facility.

IPL fans can now look forward to the ‘Battleground’ section on
the page, which is a virtual space for fans to fight it out for their favourite
teams or players, with different pages for each team and player. This section
is fully integrated with Facebook, and fans can come together to support their favourite
teams. To make it more interesting, they can indulge in some fun by throwing virtual
objects such as eggs and tomatoes on opposing teams, players or even
commentators.

The new live streaming feature will allow fans to go back on
the time-line and watch any part of the match that they may have missed. Adding
to all the fun is the cheerleader application, video scorecard, which shows important
highlights such as wickets and runs scored, and the new video-on-demand
feature, which offers match highlights such as fours, sixes and face-offs
between players.

 “With IPL
on Indiatimes since last year, there has been a 79 percent rise in viewership
of the site in just a year’s time. This year, we hope to take that figure even
higher by creating a virtual IPL hub where fans can view and engage with the
game even more actively,” said Rishi Khiani,
CEO, Times Internet Limited (TIL).

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