Sports broadcast may become a seller’s market, say ad experts

The merger of the Indian media business of Walt Disney with Reliance Industries’ Viacom18 will create a media juggernaut with 108-plus channels and two giant OTT apps (Jio Cinema and Hotstar), besides the two film studios owned by Reliance and Disney India. It will also create a huge opportunity for the Rs 70,000-crore company by reducing the bargaining power of the media buying agencies, experts said.

“It heightens competition and enhances the negotiating power of the newly merged entity, enabling it to exert greater control over pricing and inventory,” says Harsha Razdan, CEO, South Asia, Dentsu.