Primetime Kagiso gets exclusive radio rights for IPL

World Sports Group, the global media rights owner of the Indian Premier League, has given the official radio rights to Primetime Kagiso, which is a joint venture of Primetime International and Kagiso Media, South Africa's largest private radio network. This is a long term deal by which Primetime Kagiso gets to air exclusive coverage of the IPL from South Africa.

Talking about the deal, Venu Nair, chief executive officer, World Sports Group India, says, “As worldwide media rights holders, it is our endeavour to ensure that we take the DLF IPL to fans wherever they maybe – from the television to the web and now, to radio, reflecting the popularity of the tournament.”

“The mandate by WSG is to take IPL to audiences and markets even beyond television. We hope to create value to both the audience and the advertisers, unheard of before in the radio space,” says Rathnakar Rai, director, Primetime Kagiso. Promotional activities, both on ground and also as pay offs to viewers (such as 'visit South Africa'), are also on the cards.

Primetime had been in touch with WSG since the first season to have an exclusive tie up by which live commentary could be aired on radio. However, the government regulation does not permit that, hence this season, a deal of this nature was signed.

Primetime, in turn, has roped in Radio City as well as another national broadcaster (which will be decided today) who will be the official IPL radio associates. The other broadcaster will be decided so that all markets are covered by both the networks.

As the official IPL radio destinations, the radio channels will have access to the cricketers’ interviews, on-ground events, expert analysis, celebrity talks and reactions, live match updates, television feed and audience reactions at the stadia. Kagiso’s team will constantly provide content from its nerve centre studio, where the programming will be packaged and relayed as a feed to radio stations.

Primetime started its operations by selling airtime on television serials and films on Doordarshan and other private satellite networks. The company, over the years, has expanded its portfolio to include international marketing of airtime, out of home media solutions and initiatives for small towns. In 2006, the company tied up with Kagiso Media to launch Radio Minds, which offers strategic services, knowledge base and intellectual property to the Indian radio industry.