The Role of the IPL in the Sports Strategy

I don't know if we've ever heard of a sport with such a high affinity that the IPL has. I think it fits in two parts. One is what does IPL mean for the overall sports strategy? And I'm not speaking about linear or digital for a second. This IPL, we attracted or recruited almost 200 million new viewers into sports and IPL being a constituent of that. For those 200 odd million viewers, the journey into sport begins with IPL. And then it is for us to take them on a journey which allows them the opportunity to sample other cricketing properties and also other sports.