A 'doosra' in IPL ad game: Viacom 18 has set aggressive targets to chase

Based on calculation, while the cost of viewing the entire IPL season is only Rs 38 on TV, the cost of streaming 10 matches would cost anything between Rs 360 to Rs 2,640

March 31, when the Indian Premier League (IPL) begins, will see another sort of rivalry being played out, but this one will be off the field, unseen by the millions of fans that will watch the 16th season of this premier T20 tournament. This is the no-holds-barred competition for the Rs 5,000 crore IPL advertising pie.

Disney Star has been the undisputed champion here for the past five years with both digital and TV rights under its belt. This season, the nature of the advertising game has changed dramatically with TV and digital rights going to different entities. In June