Soccer-La Liga returns to traditional TV in India as Facebook deal ends

TV18 Broadcast

05/07/2021 15:01

By Sudipto Ganguly
    MUMBAI, July 5 (Reuters) - La Liga will return to more
traditional mediums to showcase Spanish soccer's top flight in
the Indian subcontinent, three years after it linked up with
Facebook to broadcast matches free of charge on the social
network.
    The league will be broadcast in the subcontinent on Viacom18
network's youth television channel MTV and some national and
regional channels. La Liga matches will also be live-streamed on
Voot and Jio platforms as part of the three-year deal.
    "I am exactly as much excited as I was three years ago when
we announced our agreement with Facebook," Jose Antonio Cachaza,
the managing director of La Liga India, told Reuters in an
interview. 
    "It's quite an interesting time for media evolution and it's
part of La Liga's strategy to explore new ways and India is
becoming kind of forefront of this. 
    "First it was our experience with Facebook that gave us a
lot of learnings and it was also a different way to interact
with the fans. And now we are sort of coming back to more
traditional TV but in a totally different way."
    Games were available on Facebook's streaming platform for
three seasons from 2018 and the reason for not renewing the deal
was because the networking site was no longer interested in
investing in live sports rights, Cachaza said.
    He said the deal gave them a chance to understand how fans
consumed live sports in the world's second-most populous
country.
    "Learning is always positive. It's usually we learn more
from the bad experiences than for the good experience. What we
do wrong is where we need to improve," Cachaza said in a zoom
call from Spain.
    "I will never say that our experience with Facebook was a
bad experience, it was a totally different experience. It is
true that a small proportion of our fans never understood not
having the matches accessible through the traditional channels."
    "But if we had to do it again, we'll do it again."
    Soccer jostles with other sports for a share of the space
left after cricket in India, which has a population of 1.3
billion, and Cachaza was confident that La Liga had potential to
grow.
    "It's just a matter of being in the market, work well with
the market, talk to the fans, understand the fans and the
revenue will end up coming," he added. 
    "The room for growth of sport business in India in terms of
revenue is there, most likely we'll keep growing." 

 (Reporting by Sudipto Ganguly; editing by Ed Osmond)
 ((sudipto.ganguly@thomsonreuters.com; +91 22 6841 4383;
Twitter: @Sudipto_Reuters;))