IPL 11

No late show: IPL viewers switching off by 11 pm, says report

With daily matches on weekdays and long delays, it is evident that sleep is winning this battle for the average Indian audience.

In their first outing as IPL’s broadcasters, Star India is facing a strange problem – while the ratings for the matches are on the rise, they are not consistent through the match, the viewership is dropping close to midnight. The reason: all the matches this season have stretched on longer than the scheduled 11.20 pm end time, sometimes finishing 30 minutes later with the presentation ceremony.

With daily matches on weekdays and such long delays, it is evident that sleep is winning this battle for the average Indian audience. Even in cases of close matches, there has been a noticeable fall in TRPs at the end of the match. Star India had bagged the global IPL media rights for an astronomical Rs 16,347.50 crore.

Sanjay Gupta, the managing director of Star India, told The Indian Express that there was a nearly 40-50% drop around 11 pm.

“The drop starts at 10.45 pm to about 25% and then it increased progressively. The last half hour in a normal match should be your highest number of viewers. If you compare it to what you call an opportunity cost, the gap could be as high as 50 per cent. Most of small-town India and a large part of urban India start sleeping around 11-11.30 pm. Even entertainment programs peak before 10 pm and dip thereafter,” Gupta was quoted as saying.

This decline in ratings could be one the primary reasons why the four IPL playoff matches this season were rescheduled to start at 7 pm instead of 8.

One of the reasons for the delay, according to Gupta, is the introduction of DRS. “Roughly the matches are ending half-hour later at around 11.55 pm to midnight broadly. We think there will be a dramatic increase in people who will be available from 7-11 pm as compared to 8 pm to midnight just because of that last one hour,” he said.

An earlier report had stated that Star had asked the BCCI to advance the match start by an hour earlier as well. However, IPL chairman Rajeev Shukla said that some of the franchises were not so keen on the change because stadiums don’t fill at that time.

As The Field had written earlier in the season, matches have regularly shot beyond the scheduled end-time of 11:20 pm, with only Virat Kohli and Ainkya Rahane being fined for over-rates. However, rarely has a match finished within its given time so far this season.

Support our journalism by subscribing to Scroll+ here. We welcome your comments at letters@scroll.in.
Sponsored Content BY 

The cost of setting up an employee-friendly office in Mumbai

And a new age, cost-effective solution to common grievances.

A lot has been theorised about employee engagement and what motivates employees the most. Perks, bonuses and increased vacation time are the most common employee benefits extended to valuable employees. But experts say employees’ wellbeing is also intimately tied with the environment they spend the bulk of the day in. Indeed, the office environment has been found to affect employee productivity and ultimately retention.

According to Gensler’s Workplace Index, workplace design should allow employees to focus, collaborate, learn and socialise for maximum productivity, engagement and overall wellbeing. Most offices lag on the above counts, with complaints of rows of cluttered desks, cramped work tables and chilled cubicles still being way too common.

But well-meaning employers wanting to create a truly employee-centric office environment meet resistance at several stages. Renting an office space, for example, is an obstacle in itself, especially with exorbitant rental rates prevalent in most business districts. The office space then needs to be populated with, ideally, ergonomic furniture and fixtures. Even addressing common employee grievances is harder than one would imagine. It warrants a steady supply of office and pantry supplies, plus optimal Internet connection and functioning projection and sound systems. A well-thought-out workspace suddenly begins to sound quite cost prohibitive. So, how can an employer balance employee wellbeing with the monthly office budget?

Co-working spaces have emerged as a viable alternative to traditional workspaces. In addition to solving a lot of the common problems associated with them, the co-working format also takes care of the social and networking needs of businesses and their employees.

WeWork is a global network of workspaces, with 10 office spaces in India and many more opening this year. The co-working giant has taken great care to design all its premises ergonomically for maximum comfort. Its architects, engineers and artists have custom-designed every office space while prioritising natural light, comfort, productivity, and inspiration. Its members have access to super-fast Internet, multifunction printers, on-site community teams and free refreshments throughout the day. In addition, every WeWork office space has a dedicated community manager who is responsible for fostering a sense of community. WeWork’s customised offerings for enterprises also work out to be a more cost-effective solution than conventional lease setting, with the added perks of WeWork’s brand of service.

The video below presents the cost breakdown of maintaining an office space for 10 employees in Vikhroli, Mumbai and compares it with a WeWork membership.

Play

To know more about WeWork and its office spaces in India, click here.

This article was produced by Scroll marketing team on behalf of WeWork and not by the Scroll editorial team.