As the world of entertainment continues to evolve, Viacom18, digital rights holders of the Indian Premier League (IPL) and Disney stars, who own TV rights, are gearing up for the next edition in their own unique way. .
Viacom18 is set to give viewers an immersive 360-degree viewing experience, and Disney stars are making the leap into the metaverse by launching their own platform, Starverse. These moves demonstrate the growing importance of innovative technology in the entertainment industry, and promise to give fans new ways to experience their favorite teams and players.
To enhance the consumer viewing experience, JioCinema recently launched several devices that offer immersive 360-degree viewing capabilities. These devices will be deployed in various price points.
JioCinema has announced that it will launch a 360-degree immersive button to watch the match within the JioCinema app. As for devices, Jio Dive, a 360-degree VR device, will also launch with his IPL 2023. The platform also plans to roll out another device, JioGlass, a premium service for viewers.
Disney Star Deploys Star Sports Metaverse Platform’star verseBringing sports fans an always-on, immersive 3D experience ahead of IPL 2023.
BestMediaInfo.com spoke with industry insiders about the opportunities that will open up for brands, advertisers and viewers as these devices and platforms are rolled out by JioCinema and Disney Star.
Advertisers have the opportunity to drive multi-sensory content engagement
Shashank Srivastava, senior executive director of marketing and sales at Maruti Suzuki, said India has a young, digitally connected population. The high penetration of internet and smartphones in India has fueled the growth of his VR, AR, and MR devices in India.
“The growing Indian gaming industry has the potential to seize this opportunity to become a global frontrunner in the metaverse space. We are transforming the car-buying experience for consumers.”
He further said that in the entertainment space, there is constant change and evolution in consumer content consumption platforms, with AR and VR becoming the next big thing in immersive viewing experiences.
“The launch of Starverse and Jio VR devices ahead of the IPL is expected to deliver an immersive viewing experience. It’s expected to help you enter a new world, have a more immersive brand experience, and drive multi-sensory content engagement.
Going forward, brands will have the opportunity to create engaging content, transform processes in the physical world, and ultimately harness innovation in a digital world that may blur the lines between the two spaces. you will get
According to Shradha Agarwal, co-founder and CEO of Grapes, one of the main barriers to adoption of VR technology has always been the high cost of production. But that all changed when Jio announced Jio Dive, a 360-degree VR device speculated to be priced at under Rs 1,000.
“Furthermore, in association with events such as the IPL which are very popular among Indian audiences, Jio essentially positions the VR device as an integral part of the viewing experience. By putting it in and launching Starverse, Disney may be trying to build positive sentiment by capitalizing on viewers who have already attended the cricket event,” she added.
She went on to say that IPL has always won the most profitable advertising deals. Depending on how the pilot experience goes, future editions may translate to virtual and “metaverse” media.
“Apart from the typical digital ads that find places in 360-degree virtual reality, you can be very creative with the placement of your ads in this space. We’re thinking about 3D products with animations, more immersive in-platform gamification, and so on,” said Agarwal.
“In virtual reality, consumers may not like to be disturbed, so brands need to be part of the promised ‘immersive experience. I think Disney’s Starverse being an ‘always on’ experience is a step in that direction,” she added.
Agarwal continued, cricket as a sport has many elements that move simultaneously, and just as multiple cameras on the field once enhanced the experience of the sport, the metaverse and VR technology are poised to take it to yet another level. I said that it is done.
“Overall, it seems like a good strategy for Disney and Jio to launch their products and services with the IPL in mind. Many, in the near future, could help these technologies expand beyond sports,” she added.
Brands can stand out in an increasingly crowded market
According to Harish Iyer, EVP of Media and Investments at Interactive Avenues (the digital division of Reprise Network Company and Mediabrands India), as technology continues to evolve, there are opportunities for brands and advertisers to connect with their target audiences in more innovative ways. is also evolving. and an immersive way.
He said world-famous leagues such as the English Premier League (EPL) and Formula 1 have begun partnering with virtual reality (VR) companies to develop digital assets.
Furthermore, he goes on to say: With Viacom18 and Star Sports also rolling out his VR capabilities and devices, it’s clear that the future of sports and entertainment is rapidly becoming interactive and experiential. This can provide an exciting opportunity for advertisers and brands to engage with their audience in new and interactive ways and, as a result, stand out in an increasingly crowded marketplace. ”
“Imagine, for example, using VR technology to bring viewers into the heart of an IPL match and experience the excitement and energy of the game as if they were in the stadium. We can create immersive brand experiences, from virtual pop-up shops to interactive product demos, giving viewers a first-hand taste of our products and services,” he added.
In addition, the increased engagement and interaction that VR offers may give brands greater insight into what their audiences want, allowing them to adjust their marketing efforts accordingly. says Iyer.
Further, Mr. Gurbaksh Singh, Chief Innovation Officer of Dentsu Creative India said:
“Similar to the Reliance mobile revolution that changed everything by bringing things into the mainstream, Jio Glass has the potential to change the game in India,” he added.
Furthermore, it states that the metaverse’s overarching ecology has untapped potential that has yet to be discovered. India is a country where fans are enthusiastic, so it will be interesting to see if it can unlock the potential of immersive environments and provide fans with a platform where they can experience and engage with the sport in new dimensions.
New Opportunities for Marketers to Create Memorable Experiences
Maanesh Vasudeo, Vice President Media Operations (Biddable Performance and Programmatic) at LS Digital, believes immersive entertainment experiences will play a big role in the future of entertainment. Their ability to transport the audience to another world and his wonderful one-on-one experience beats any other entertainment experience.
“While there is certainly excitement about the possibilities of these new technologies, it remains to be seen how consumers will react to the increased immersion that comes with VR/AR/MR experiences. It will be interesting to see how it affects patterns. Consumer insights coming soon – do people watch long-form content or plug in for highlights and key moments? How long is your long-form content? Is it a movie, a football game, or a cricket match?” he said.
Vasudeo believes that for marketers, this presents new opportunities to create more memorable experiences that leave a lasting impression on their audiences, but they also need to adapt their content to the unique demands of this new medium. I concluded by saying yes.