JioCinema will stream the Paris Olympics 2024 for free, continuing its tradition after offering free streams for two editions of the Indian Premier League (IPL). The platform expects to reach 150 million views.
Announcement and Goals
Speaking at ‘Hall of Flame – The Olympics Masterclass’ during Goafest 2024, Chandan Roy, AVP - Revenue Management at Viacom18 Media, shared their ambition to make this the most-watched Olympics ever. Previously, viewership ranged between 10-15 million views.
Revolutionizing Access
Chandan Roy emphasized how JioCinema transformed access to major tournaments like the Olympics, IPL, and FIFA, making these events available to everyone. This approach has led to an impressive 275 million average monthly active users, even outside the IPL season.
Streaming Feeds
JioCinema will offer 23 feeds in total, including five curated feeds and 18 direct feeds. The curated feeds will include:
- Two exclusive feeds for Indian participants, available in Tamil and Telugu.
- A feed for global sports where Indians are not participating, but there is interest, such as football.
- A women-centric feed focusing on Indian women athletes, available in English and Hindi.
- An artistic sports feed, available only in English, covering unique sports like figure skating and break dancing.
Direct Feeds and App Features
The 18 direct feeds will cover all 45 sports disciplines. JioCinema will update the app dynamically to reflect live events, organizing content by sport for easy access.
Advertising Opportunities
JioCinema offers various formats for advertisers, including split-screen ads and animated branded jackets. Brands can also associate with specific moments through curated assets like ‘Goals Galore,’ ‘Smashing Aces,’ ‘Super Start,’ ‘Super Saves,’ and ‘Winning Moment.’ The app will have a dedicated tab for the Olympics, featuring schedules, medal tallies, and information on India’s participation.
Promotional Campaigns
The Paris Olympics are scheduled from July 26 to August 11, 2024. JioCinema’s promotional campaign has three phases:
- Phase One (April 18 - May 18): Raised awareness about the event using the IPL platform.
- Phase Two (May 19 - July 7): Built familiarity and affinity for Indian contenders.
- Phase Three (July 8 - August 11): A mass media effort to rally viewers to watch and support the Olympics.
Special Show and Athlete Promotion
JioCinema created a show called ‘Get Set Gold’ to raise awareness about athletes and sports. Hosted by cricketer Dinesh Karthik, the show features him spending a day with top Olympic medal contenders, bridging the gap between cricket fans and Olympic sports.
Final Push
As the campaign's final phase approaches, JioCinema plans a mass media effort to maximize viewership and support for the Olympics. This initiative is part of their ongoing transformation in how sports and content are consumed digitally.
