Indian consumers’ increasing willingness to pay a premium for quality experience, the blurring lines between sports, entertainment and live events, and a confluence of technology and big data have provided the perfect setting for 2017 to be a year of changes in the world of sports and entertainment in India. The year will see a major overhaul of measurement metrics as marketers change their approach based on media valuation. It will help capture the true potential of sports and live properties and their impact on consumers, brands and businesses. Harnessing the reach of the digital medium and constantly reinventing the way consumers engage and interact with the sports and entertainment realm will not only be the highlight of the year but also the underlying driver of all marketing and revenue-led initiatives. Among other trends will be monetisation via content-driven film promotions, targeted movie marketing with digital influence, flourishing media rights market, and enhancement in sports programming and live events.

(Economic Times)