And whats the strategy behind having multiple regional audio feeds for Neo Sports Plus, where you plan to have commentaries in regional languages? Do you think cricket is bound by language?
A. No, cricket is not bound by language. This is why we say that even Bollywood is less mass than cricket because theres a language issue there. But this strategy has come from my experience in PepsiCo. My big frustration then was that Pepsi ads for all regions had to be in Hindi during cricket matches. I would have killed for a great cricket ad with Sachin Tendulkar talking in Marathi in Mumbai, Saurav Ganguly speaking in Bengali in Kolkata, which can now be possible through these regional feeds. So this strategy overcomes advertisers limitations. And also from viewers perspective, the interaction with the game is much more when its happening in a language he is used to. In fact, thanks to the technology, economically it makes a lot of sense today. In the future, technology may even allow us to create a visual feed, in an economical way, which will open up further avenues. And lastly, if one observes the viewership statistics, almost 50 per cent of cable and satellite penetration come
