11/14/2023 0 Comments Kerry packer purse![]() In 2000, Kerry invested around AUD 400 million to pick up a 10% stake in a then little-known company called Himachal Futuristic Communications (HFCL) owned by Mahindra Nahata. Where did Kerry go looking for the biggest eyeballs market for cricket content? India. So, he partnered with his bête noir Rupert Murdoch, the other media mogul from Australia and they bought a majority stake in One Tel, a challenger to then government-owned Telstra, England’s Cable and Wireless owned Optus and Vodafone. Kerry had the long-term vision to take this content through to mobile phones and wanted his own mobile telephone network in Australia. Channel 9 became the top-rated television network in Australia, and its earnings from advertising revenues during limited-overs cricket broadcasting remained one of the highest ever in its history. ![]() Kerry understood the power of the time-poor cricket lovers, promoted an eight-hour sachet against a five-day test match, and secured exclusive broadcasting rights for his Channel 9 network. ![]() By packaging a shorter game format named World Series Cricket (WSC) against the conventional forms of test cricket matches, what Kerry did is something akin to what companies like Unilever did with Rs 5 sachets of shampoo for the mass market in India that could not afford the full bottle of shampoo sold at Rs 500. Kerry, the business opportunist, realized the market power of a billion-plus virtual audience in the Indian sub-continent. Kerry's channel 9 and its partner networks beamed short formats of cricket on televisions to living rooms worldwide. In the 70s, Kerry Packer challenged the governing authorities of cricket playing countries and ushered in short duration one-day cricket matches played in 50 overs. The 50 limited-overs cricket was first played in 1951 in a small town called Thripunithara in the Indian state of Kerala.
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