JioCinema, the official digital streaming partner of TATA IPL, has tied up with media-tech startup NEWJ (New Emergng World of Journalism) to increase the digital distribution of the 16th edition of the TATA IPL. As part of the collaboration, NEWJ promoted the match highlights in six languages including Bengali, Tamil, Marathi, Bhojpuri, Punjabi and Hindi across its social media platforms.
Cricket is often considered a religion in India, and JioCinema has democratised the TATA IPL by making it free to watch across the corners of the country. In addition to taking the matches to screens in every nook and corner, JioCinema wants to offer viewers the option to watch their favourite team play in languages that feel most familiar to them. NEWJ, a social-first, video-only publisher, has harnessed its presence in regional markets to amplify this mission.
“JioCinema is a pioneer in how India consumes sports and entertainment. At NEWJ, we function on the mantra, stories of India, for India and by India. With this collaboration we are taking the TATA IPL to the vernacular and regional markets who consume content on social media on their smartphones”, Kunal Chaudhary, co-founder, NEWJ said of the partnership. As per a report by Synchronize India and Unomer 73 per cent of viewers stream IPL 2023 on JioCinema, while only 27 per cent watch it on television.
