The web of IPL

* BSE Sensex

* NSE Nifty

* Top Gainers/Top Losers

* Top Value

* Top Quantity

Another trend television programmes in general have been witnessing is that viewers are increasingly watching these on their mobile platformssmartphones,tablets etc. In its 6th edition,IPL 2013 has continued to captivate Indian audiences,who are now not only glued to their TV sets but also to the Web on their wired and mobile devices to keep up with their favourite teams. Because of the fact that match timings clash with office and commuting hours,Indian audiences are latching on to the video-on-demand phenomenon. In fact,video consumption online is on an exponential growth trajectory in India.

Digivive,a data mobile value added services (VAS) provider,which won the live mobile screening rights for the IPL 2013,has witnessed that viewers have consumed more than 9 lakh hours of video feed averaging at over 42,000 hours daily. Working closely with Digivive is Tangerine Digital,a content company that delivers custom content for Web and mobile platforms,particularly in the entertainment and sports sectors. Here it must be added that according to statistics by mobile TV service nexGTv,the viewership of the IPL 2013 has seen a sharp upward turn and has received more than 15 million hits averaging at 7,47,959 hits per day.

Explaining how Tangerine Digital is working round-the-clock delivering content for the full 16 weeks of the IPL 2013,Kesavan Kanchi Kandadai,CEO,Tangerine Digital,says,The content on Web and mobile is different technically,editorially and from an operational point of view. Technically,the formats of content,publishing standards and metadata taxonomy are different on these platforms. Editorially,the nature of content that goes onto these platforms is different.

On how the company is trying to increase operational efficiencies by using the best processes and people to be at par with international standards for a successful offshore engagement,Kandadai says,The offshoring of IT and ITeS services to India are two of the best known success stories to date. The lessons learnt during these projects and the consequent customer benefits have been invaluable to us. We have already taken various steps to use this experience to benefit our customers.

The steps,Kandadai says,are employing project managers and service delivery leads from the IT/ITeS industry,who have experience in delivering large-scale transformation projects using global workflows in a distributed offshore delivery model; investing in project management and process management tools to enable seamless integration and communication with both customer and offshore teams; and establishing appropriate metrics and processes to measure the ongoing effectiveness of offshoring. He also adds that Tangerine Digital has invested in various innovations to help customers further monetise their content.

Kandadai shares the information that helped by the rising number of people viewing videos on the internet,Indias online video consumption has doubled to 3.71 billion videos per month in the past two years,as per comScore. And now that the IPL,notwithstanding the latest scandal,is entering its most exciting phase,Kandadai adds,In its sixth edition,the IPL has continued to captivate Indian audiences,who are now not only glued to their TV sets but also to the web on their wired and mobile devices to keep up with their favourite teams. YouTube viewership numbers for the IPL as of May 15 are 9,55,45,667 video views and 4,81,916 subscribers. As per the viewership numbers recorded in 38 matcheswhich is 50% of the tournamentIPL online across YouTube and BoxTV combined recorded a 52% growth in viewership over 2012 (75.2 million versus 49.3 million last year). Furthermore,the combined viewership of users watching highlights and clips saw a 480% growth in watch hours over 2012.