Star-Disney takes strike as Covid-19 pandemic cloud looms over IPL

Bio-secure bubbles, virtual production, rigorous protocols to contain virus spread; focus shifts to TV and digital audiences

The 2021 edition of the Indian Premier League (IPL) will get underway in Chennai on Friday amid a surge in Covid-19 infections that has compelled the broadcaster to double down on security protocols.

India has been reporting close to or over one lakh coronavirus cases daily since Sunday, bringing to the fore the safety of the IPL, among the most viewed and valued sporting properties in the world.

This will be the first time when the IPL will be held in India as the Covid-19 pandemic rages on. Last year, the T20 tournament was shifted to the United Arab Emirates to prevent the outbreak, then in its first wave, from casting its shadow on the event. It was held in September-October, coinciding with the festive season.

This year, IPL’s springtime schedule has been retained. And while players such as Devdutt Padikkal of Royal Challengers Bangalore and Axar Patel of Delhi Capitals have tested positive this year for Covid-19, broadcaster Star and Disney India is taking no chances, putting in place bio-secure bubbles, enabling virtual production from home and having rigorous testing protocols and measures.

“There are two permanent bio-secure bubbles in Mumbai for production and broadcast respectively,” Sanjog Gupta, head, sports, Star and Disney India, said.

“A third bio-secure bubble will cater to the games happening at the Wankhede Stadium in Mumbai. And a fourth bio-secure bubble will be at Chennai focusing on the games happening at the M A Chidambaram Stadium,” Gupta says.

The Board of Control for Cricket in India (BCCI) had clarified last month that the IPL this year would be held without in-stadia fans — broadcast to TV and digital viewers only — much like it was last year. So the importance of TV and digital transmission, say experts, grows and so does advertising and sponsorship on these media.

So far, Star-Disney has locked 18 sponsors on television and 14 sponsors on digital, including those from the edtech, fintech, gaming, durables, beverages and fast-moving consumer goods sectors.

Disney+ Hotstar has also inked deals with telecom operators Reliance Jio, Airtel and Vi to provide bundled offers to subscribers. The platform has two annual subscription packs including a VIP pack for Rs 399 and a premium pack for Rs 1,499, with both providing the IPL feed.

“Cricket is a much-loved sport in India and people want to watch the IPL even though it is behind a paywall. We are driving accessibility by tying up with the telecom operators, so that it is convenient for people to buy our subscription packs. We are also providing an exclusive Marathi feed to our digital subscribers in addition to the English, Hindi and five regional-language feeds that will be available on both TV and digital,” Sunil Rayan, president and head, Disney+ Hotstar, says.

This year, the IPL will be held at six venues including Mumbai, Bengaluru, Delhi, Kolkata and Ahmedabad. Experts say that the importance of regional-language feeds including Tamil, Telugu, Malayalam, Kannada and Bangla, cannot be ignored given that it will help improve penetration and reach across markets.

At the same time, Star-Disney is also improving fan engagement for TV and digital viewers with gesture-based interactive games, fan walls, AI-based motion replays and automated highlights through the length of the tournament.

At least one bio-secure bubble will travel to various venues depending on the schedule of matches to ensure safety and hygiene standards are maintained. And over 700 crew members and 90 commentators, who are part of the production and programming of the IPL, will operate under strict Covid-19 guidelines.

“Live Bangla, Marathi and Malayalam feeds will be virtually produced, with the commentators linking from home. IPL shows such as Game Plan and Cricket Countdown will be produced from home. And a team of 50 staffers, who will be working from home, will support live operations to minimise staff strength at venue and production facilities,” Gupta says.

So far, the BCCI has not reduced the length of the two-month tournament in view of the rising Covid-19 cases in India. Mumbai and Maharashtra remain severely impacted, contributing close to 60 per cent of the overall caseload in the country.