IPL’s merger with Google that allowed live cricket to be streamed on YouTube broke new ground earlier this year. For the first time in Indian broadcasting history, live sporting action was being streamed on a website. The T20 World Cup that followed it went one step even further, when for the first time a video capsule was produced exclusively for the Internet.

Harsha Bhogle hosted three-minute capsules containing the pre- and post-match analyses on all 18 match days. These videos were hosted on different social media platforms like YouTube, Facebook, Twitter, Rediff and MySpace. The fact that shows are being made for the exclusive consumption of the social media and the number of hits they received suggests digital media is where the future of broadcasting may lie.
“The main advantage of both video-blogging and social media is that they offer an alternative for the people over the standard fare that is available on the networks,” said Bhogle while interacting with the city media on Wednesday. “It democratises the whole process of reporting or broadcasting. The viewer has more options, as content is the king again. If the viewer doesn’t like what he’s being shown, he can move to another blog, which is not the case with television.”
Shankar B., Chief Operating Officer of Ignitee, the company that handled the video blogs, feels the informal nature of both the medium and the blog also added to the viewing experience. “It creates a very intimate environment. Generally you only get to see Bhogle with a stadium behind him. We shot the videos indoors at a far more relaxed setting like in hotel rooms or restaurants. This is only possible when you’re creating content for a medium like Facebook or YouTube,” Shankar says.
“This is going to create a fantastic new revolution, where the power lies where it should: in the hands of the viewer,” added Bhogle. However, the commentator was guarded when asked to chart the future for the medium. “One needs to build credibility and that can come only with time,” Bhogle said. “You cannot short-change the consumer, especially in this medium. The viewer has to believe that he is in good hands, and you always need to add to what he knows.”
Talking about the immense popularity of micro-blogging on Twitter, Bhogle said it’s mainly because it allows for fans to interact and deal directly with their stars without resorting to middle agents, as is the case with traditional media. “In future, you could have players coming on Twitter video after the match and talking directly about it to their fans. It opens up terrific possibilities, which we cannot even imagine now,” he enthused.
However, having considered all that, there is the worry that Internet, especially with the emergence of social media, could end broadcasting as we know it. Bhogle, however, doesn’t feel there is reason to worry yet. “Nothing can replicate the buzz of live cricket commentary on TV. Also, a majority of Indians don’t have access to broadband connectivity speeds. The bandwidth is good to read textual matter, but won’t support live streaming of matches just yet. When we do get such broadband in all parts of the country, only then can we even start to think about it,” he signs off.