Viacom18’s Paris 2024 Olympics Broadcast Achieves Record Viewership in India
The Paris 2024 Olympics, presented by Viacom18, garnered an impressive viewership of 170 million on JioCinema and Sports18, marking the largest engagement for any Olympic Games in India. This comprehensive broadcast featured the event across 20 simultaneous feeds on JioCinema, accessible at no charge, allowing audiences to customize their viewing experience by choosing their favored events and athletes on various devices. This strategy positioned the Paris 2024 Olympics as the most-watched Games in history within the region.
The coverage included 17 sports-specific feeds as well as three curated feeds, all delivered in 4K quality, enabling fans to closely follow elite athletes in action. For traditional viewing, the Sports18 linear channels provided India-centric feeds, including the English broadcast on Sports18-1 and Sports18-1 HD, with additional commentary options in Tamil, Telugu, and Hindi.
Viacom18 Digital CEO, Kiran Mani, commented on the burgeoning interest in non-cricket sports among Indian viewers, emphasizing that the combination of extensive viewership and strong advertiser participation witnesses this trend. He highlighted the exceptional production standard of the Olympic coverage, which featured expert studio analyses by former Olympians and a blend of compelling storytelling along with around-the-clock event coverage.
Innovations in the digital viewing experience democratized access to the Olympics in an unparalleled manner. The event included four language broadcasts and was supported by a substantial on-ground presence, demonstrating Viacom18’s commitment to enhancing viewer engagement through expert commentary and unprecedented live coverage. Notably, the Opening Ceremony was highlighted through dedicated camera feeds that provided exclusive insights into India’s participation.
Advertiser engagement also reached new heights, with a record 69 brands associating with the event, resulting in a remarkable 2.6-fold increase in advertising revenue compared to the prior Olympic edition. Key partners included Reliance Foundation, SBI, and JSW, with additional support from major brands such as Coca-Cola India Limited, Herbalife, and others.
Viacom18’s advertising formats included interactive elements like split-screen ads and contextual opportunities linked to significant Indian moments, thereby maximizing brand visibility and audience interaction. Viewers may continue to enjoy Olympic highlights and memorable moments through the JioCinema app, available on both iOS and Android.
In conclusion, the Paris 2024 Olympics represented a significant milestone in the Indian sports broadcasting landscape, setting new standards for viewer engagement and advertiser participation while showcasing the nation’s athletes on a global stage.
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