India vs Japan T20I sparks massive broadcast interest, Netflix among global platforms eyeing rights

For an unusual T20I pair despite its countries, there’s a lot of interest around the upcoming Series session between India and Japan. The reigning World Champions, India, will face Japan in a one-off T20I at the Sano International Cricket Ground in Tochigi on September 22.

Star Sports has gained the TV rights and FanCode has the digital rights for the fixture. In the meantime, various key companies in the worldwide streaming industry—such as Netflix, Amazon, YouTube and DAZN—are said to have expressed interest in the global rights.

The timing of the opening of the bids is set to happen soon. They are eagerly awaited, given the possibility of the match bringing in unprecedented broadcast revenue to be a single T20I. There is an intended live streaming of cricket for the first time on Netflix as well.

Sport-wise, however, there is a huge difference between India and Japan in terms of rank as Japan is ranked at 41st position. Additionally, it will be broadcast on a Tuesday at 9.30 AM IST which is not the ideal broadcasting time for India.

But the fixture offers a very special business appeal. This is a part of the ‘Sport 75′ and will mark the 75 years of the diplomatic relations between India and Japan. The affair has brought the match to the notice of the people outside cricket markets.

The clash also arrives at a time when the international/cricket-franchise calendar is becoming increasingly congested. The India-Japan is a new offer, with the T20 moving to a cricketing market not generally associated with such a game.

The interested clearly tells me that there is solid commercial interest in the fixture’ says Bhairav Shanth, co-founder of its global production, broadcast, distribution and marketing arm, ‘ITW Universe’.

The craziness has a potential to become the sport’s new promising niche market and bring in a new fan base, to the traditional cricket enthusiasts.