In England the Cricket World Cup just put a dampener on our Ashes victory. Defeats against Ireland and Bangladesh embarrassed Strauss, Swanny and co. and we limped out against Sri Lanka in the Quarter Final after the viewing public had generally lost interest.
Not so for the rest of the world, however, as up to 1.25 billion people watched co-hosts India beat Pakistan in the semi final, one of sport’s biggest ever global TV audiences and almost certainly the highest audience for the cricket world itself. Cricket is big business, especially on the Indian sub-continent where the Indian Premier League is quickly becoming one of the most profitable leagues in world sport today.
Riding this wave are Digital Vidya, a New Dehli-based media firm, who have set up the world’s first cricket social networking site Soch.la under the slogan “Why watch cricket alone?”. Currently only working with Facebook, the site will soon allow members to create their own accounts and sync in other social networking platforms including Twitter. It allows cricket fans to “follow” and be “followed”, allowing their reaction to be seen and responded to by other cricket fans who are following the same match in other locations across the world. On top of this, the site concurrently provides users with score updates and uses opinion polls to gauge viewer thoughts on the match.
The site has already had thousands of users signing up, especially in the lead up to today’s blockbuster match. However, the platform and interface remain very rudimentary and the logo, featuring what resembles a cabbage patch kid in New York, a cabbage patch kid in Bangalore and, for some unknown reason, a gormless cricket-watching Ron Weasley in Dehli, is pretty bizarre. Nevertheless, this demonstrates a niche in social networking and online communities to provide specialist subject information in a live-text format alongside user-generated content and specialist communication via social networking. It also gives a further demonstration of how India, one of Facebook’s fastest growing markets, is not only adopting, but revolutionising online communities.