Times of India maximises online advertising for Indian Premier League cricket with EVS

India: After a consortium led by Times internet, the web division of the newspaper publisher Times of India Group, acquired the international online, mobile and radio airtime rights of the Indian Premier League (IPL) Twenty20 cricket competition, the new webcaster appointed EVS to provide servers and content management for its near-live web coverage, including commercial inserts.

IPL online and mobile media rights represent over one billion potential Times of India viewers. The challenge for the new rights holder was to provide high quality rapid streaming capabilities while allowing advertisers to insert commercials on live video feeds aiming at target audiences or local markets. To fulfill these requirements, EVS supplied an integrated solution consisting of two sets of IPAirEdit XT2 servers located at two Times of India bureaus. Each system is configured to loop record incoming live feeds from the OB encoded in Avid DnxHD codec while simultaneously delivering two modified feeds for online streaming.

Based on the IPAirEdit content control software, the operator delays the cricket feed by 5 minutes which allows him to insert local commercials aimed at online audiences. A secondary delayed feed is also provided without local insertion for non-Indian audiences. Following an over, or whenever a wicket is taken, the operator selects advertisements and uses the Overlap function to insert them into the live feed. Commercials are uploaded to the server using the XTAccess system which is EVS’ gateway and transcoding solution. Following the ad insertion, final delay outputs are transferred to Digital Rapids for streaming.

“The addition of EVS XT2 servers with IPAirEdit has greatly streamlined our workflow. The initial implementation was a breeze and our operators really took a liking to the no-fuss interface,” says Jaikishen Baliga, Vice President of Times of India, Times Internet Ltd. “We have been able to increase our revenue by efficiently inserting more of our own ads into the feed. With the reliability of EVS servers, we have no concerns for the stability of the system.”

The project was carried out by Shaf Broadcast, EVS’ long time distributor in India from EVS’ India branch.

“We are very proud to be working with the Times of India on such forward thinking sports telecast projects,” says Olivier Heurteaux, EVS APAC General Sales Manager. “The internet broadcast of major sporting events presents unique challenges for broadcasters and consumers. But EVS’ and TOI’s common strive for innovation combined with practical, solid solutions ultimately benefits all parties.”


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