Will IPL on YouTube increase marketers' awareness of digital media?

The Indian Premier League recently announced its decision to broadcast matches from its third season Live on YouTube. The announcement is expected to drive viewership of the popular T20 cricket league through the roof, giving it wider reach.Has the news brought cheer to evangelists of digital media? Now that we have compelling video content online, one can expect rich media innovations on YouTube, and hopefully, a new line-up of advertisers asking their agencies, 'How can we make our marketing messages relevant to online consumers of IPL?'