The Hindu Business Line : Techfront bags rights to screen Indo-SA cricket series

Technology Frontiers India Pvt Ltd (Techfront), a Rs 70-crore company that designs and develops digital solutions for sports entertainment and media, has won exclusive rights for installing giant screens at Chennai, Ahmedabad and Kanpur for the upcoming Indo-South Africa cricket series.

These screens will display action replays, 3rd umpire decisions, highlights, real time scores and sponsor content (advertisements). The size of such contracts typically range between Rs 5-10 lakh, Mr M.S. Muralidharan, Managing Director, Techfront, said at a press conference on Tuesday, launching a touch screen-based digital kiosk called ‘Touchme’.

Tech solutions

Techfront has deployed similar solutions for cricket (domestic and international), football (in Europe and Asia) and tennis (ATP and WTA tournaments).

The company either leases equipment to sporting bodies such as BCCI and ICC or acquires rights to set up the equipment itself on a per-match/per-venue basis. Cost for the same is recovered through advertisements.

About 18 months ago the company launched ‘ground solutions’ which is a dynamic display that runs on the fencing of the sporting ground.

The company sees a huge potential for its services.

“Europe alone has 768 football clubs,” he said. To enter the American sporting arena, the company has brought on-board Mr Jonathan Mariner, Executive Vice-President and Chief Financial Officer of Major League Baseball (USA), who would advise the company on its market strategy.

Recently, the company set up displays at Mumbai for traffic management and has bagged a deal to set up similar screens at the Bangalore International Airport where advertisements and announcements could be run. For deploying the systems in malls and other public places the company charges clients upwards of Rs 25,000 a month as usage charges.

The company’s business model involves sourcing hardware from Hyderabad-based MIC, LED panels from Japan and assembling them at its Chennai factory. Additionally, the system is powered by software developed in-house.

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