Zegna Entertainment has brought Matrix, a WPP marketing company, on board to help it monetise the mobile rights for the upcoming IPL tournament.
Zegna has won the rights to stream the broadcast of matches live till 2013; enabling consumers with GPRS-enabled phones to watch the actual match on their mobiles live.
“We are in talks with many advertisers and they are keen to associate with this new innovative medium,” said Hiren Pandit (pictured), Managing Partner – ESP, Group M. “We would not like to talk about the rates at this point in time, but suffice to say that the price points can be compared to TV on a cost per thousand basis.”
The total mobile base in India is approximately 350 million, of which 50-60% of the hand sets are GPRS enabled. “We have benchmarked our rates assuming that we would get a million users, which is conservative. Keeping in mind that the package to watch all the matches on your phone is only Rs150, with no charges for GPRS,” added Pandit.