Decoding the replay: examining the influence of televisual technologies on fan engagement in the IPL

Purpose The research investigates how modern broadcast technologies such as instant replays, ultra-motion visuals, drone and spider cam views, and AR-based graphics contribute to viewer engagement in the world's biggest cricket league, the Indian Premier League (IPL). It specifically examines how perceived usefulness, perceived ease of use, perceived enjoyment and trust on these technologies drive fan engagement, while also analysing the role of social influence and facilitating conditions as moderating factors. Design/methodology/approach Building on the technology acceptance model (TAM), the study proposes an extended framework to assess viewer interaction with televisual features. A mixed methodology approach was applied where qualitative data were collected from 10 individuals who have continuously watched IPL for the last five seasons. Data were also collected from 400 IPL viewers using a structured survey, and relationships among variables were tested using Statistical Package of Social Science (SPSS) and Analysis of Moment Structures (AMOS). The study further evaluates how social influence and facilitating conditions impact the effectiveness of these technological features on fan engagement. Findings The analysis shows that perceived enjoyment, trust and perceived usefulness are the strongest predictors of fan engagement, while perceived ease of use also plays meaningful roles. Facilitating conditions such as access to compatible devices or a stable Internet enhance the influence of enjoyment. Meanwhile, social influence intensifies the impact of both perceived usefulness and trust, suggesting that fan engagement is shaped not just by technology, but by the social ecosystem surrounding it. Social implications Technological innovation in the IPL has broader societal implications within an emerging market context such as India, where disparities in digital access and technological literacy remain pronounced. As advanced broadcast features become integral to fan engagement, the availability of affordable smart devices, stable Internet connectivity and intuitive platform design determines the extent to which diverse socio-economic groups can meaningfully participate in enriched viewing experiences. Uneven infrastructure may inadvertently widen the digital divide, limiting immersive engagement to urban and technologically equipped audiences. At the same time, the culturally embedded and collective nature of sports consumption in India, which is characterized by communal viewing, peer discussions, and social media interactions, shapes how technology is interpreted and embraced. Therefore, broadcasters and technology providers must design solutions that are not only innovative but also accessible, linguistically adaptable and culturally resonant, ensuring that technological advancement translates into inclusive and socially embedded digital participation rather than selective access. Originality/value This study adds a fresh perspective to sports media research by highlighting how immersive broadcast technologies influence fan experiences. It offers practical insights for sports broadcasters and event organizers looking to deepen viewer engagement through strategic tech integration.