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STAR India gears up for ICC World Cup 2015

Tournament will be telecast in Bengali, Tamil, Malayalam and Kannada, apart from English and Hindi

BS Reporter  |  Mumbai 

STAR India, the official broadcaster of the upcoming World Cup, will broadcast tournament in six languages, making it far more inclusive than any other sporting tournament on television. This will be the first time that the will be telecast in Bengali, Tamil, Malayalam and Kannada, apart from English and Hindi. will also broadcast certain select matches, including India’s opening tie against Pakistan, in the 4K (ultra-high definition) format. This will be the first ever global broadcast of cricket in 4K.

Sanjay Gupta, COO, said, “The is the biggest event for Indian consumers. The last edition was watched by 90 per cent of TV viewers in the country, making it the largest aggregation of consumers possible. With India as the defending champions, the whole country is set to follow the team’s defence of its title in Australia and New Zealand and we, at STAR, plan to make this World Cup, a ‘Cup for All’. We will introduce many firsts and innovations in sports broadcasting to take the great game of cricket to the next level and provide an unprecedented viewing experience to the millions of cricket fans in India.”

STAR will also add two new channels to its sports portfolio, 3 and 4, as a lead up to the Cricket 2015. HD 3 will be an all-Hindi HD channel.

The STAR Sports’ commentary panel will feature 13 World Cup captains, 20 World Cup winners and 26 World Cup semi-finalists including Allan Border, Kapil Dev, Wasim Akram, Shane Warne, Mark Waugh, Graeme Smith, Ian Botham, Rahul Dravid, Sunil Gavaskar, Saurav Ganguly.

With the best teams and the best players in ODI cricket set to wage the biggest battle on the most spectacular stage, STAR will build the spectacle for the millions of fans and capture all the on field and off field action to keep the viewer’s one step ahead of the game. Never seen before player analytics across 4000 hours of match footage, ball-by-ball data from 600 matches (ODI data from 2010-till date), 200 players and 14 venues will be analysed in new look graphics, keeping the fans engaged 24x7 during the Cricket World Cup 2015. For the first time ever, technologies mounted on sunglasses and wickets will be used during practice sessions to showcase what the players see while batting and bowling, bringing the viewer’s closer to the game. Drone cameras to give an aerial perspective of the majestic stadiums will be used for the first ever time for the ICC World Cup.

The network’s multi-sports digital platform, will offer live streaming and 24x7 video-on-demand accessible through the Web, WAP and Apps on 200+ devices, all of which will contribute towards making the action from the ICC Cricket World Cup 2015 easily and readily available.

Apart from a host of broadcast innovations, is also offering a number of advertising options for advertisers all across the country. STAR has created multiple sponsorship and spot buying options tailor-made for different feeds allowing advertisers for the first time ever to buy different cuts and air creatives in different languages to target their audiences more sharply. Several first-time advertisers like Nestle, Marico,, Paytm, Raymonds, Pidilite, Lloyd and others signing on along with the usual cricket partners.

STAR India’s marketing blitz started with the film with Sachin Tendulkar, invoking India to ‘Chase the Dream’ to win the World Cup again, the most coveted prize in International cricket. The broadcaster’s World Cup campaign, #wontgiveitback followed the film, reflecting the young nation’s attitude and mood for the World Cup. The nation’s rallying call to Team India #wontgiveitback has created high buzz and conversations online.

First Published: Thu, January 29 2015. 19:37 IST