World Cup Revenue Upside for Indian Internet Portals Rediff and Sify (REDF, SIFY)

Includes: REDF, SIFY
by: Himanshu Pandya

The recently ended World Cup turned out to be coupe for Indian online portals such as Rediff (NASDAQ:REDF) and Sify (NASDAQ:SIFY).

Thousands of clips of World Cup football related content were viewed on Sify’s broadband portal Sify Max in the first two weeks of the tournament. The most watched clip was the Brazil vs. France match on July 2nd, which was viewed 25,000 times. This is not surprising as most of the Indian football fans support Brazil. Sify added a video featuring the wives/girlfriends of star football players which turned out to be very popular as well.

India’s leading portal Rediff also cashed in on the football frenzy, with increased page views, resulting in increased ad inventory, which in turn resulted in better revenue. Football brought a wide range of advertisers like Ranbaxy, Maruti Swift, Gillette, Microsoft and Apollo Tyres to the Indian portals (source: IndianTelevision).

REDF-SIFY 1-yr chart:

REDF-SIFY 1-yr chart