The Hindu Business Line : Cricket rights to DD subject to SC ruling

THE Board of Control for Cricket in India (BCCI) may have offered the telecast rights of the forthcoming series between Australia, South Africa and India to the national broadcaster, Prasar Bharati, but this too would be subject to the Supreme Court ruling on Zee's plea against telecast rights being given to any other party.

The BCCI, last weekend, decided to offer the rights to Doordarshan and All India Radio and viewers would be able to watch the matches on both DD National and DD Sports.

Speaking to Business Line, the Prasar Bharati CEO said that the broadcaster today filed an affidavit in the Supreme Court, impleading itself in the case saying that it is securing the rights in the issue.

On the revenue-sharing arrangement, the national broadcaster has paid Rs 100 crore for 31 days - that includes the India-Australia, India-South Africa test series and the Golden Jubilee one-day international between India-Pakistan.

The revenues from this match and all the other revenues generated from the matches go to the DD. But, if the revenue exceeds Rs 200 crore, then a 50:50 revenue sharing between BCCI and Prasar Bharati would take place.

After this new arrangement, Sony Entertainment Television (SET) will have the international rights, while Ten Sports will produce the matches.

Meanwhile, Zee Telefilms, which is fighting a case in the Supreme Court, has said that it is not filing a fresh petition against Prasar Bharati. It will stick to the original petition filed earlier where it has said that it has paid the stipulated amount and expressed willingness to go ahead.

It has also said that its telecast rights should not be given to anyone else. It had also filed another petition against Ten Sports and Sony on Friday.

`90 pc of airtime sold out'

THE Prasar Bharati CEO, Mr K.S. Sarma, today said that the national broadcaster has managed to sell over 90 per cent of its airtime during the India-Australia matches.

"We had started giving feelers to the advertisers on Saturday night and we are confident of selling all the inventory before the matches begin," he added.

According to advertising industry sources, the ad rates for the one-day international (ODI) have been pegged at Rs 1 lakh for a 10-seconder, while similar spots during the test matches would be available for Rs 40,000.

Media planners said that the matches on DD normally get sold out due to the broadcaster's vast reach. "Also, this time the rates are very reasonable especially when compared to the ICC Champions Trophy wherein advertising spots were initially sold for over Rs 2 lakh for a 10-seconder," said sources.

The national broadcaster is also in talks with Australian Broadcasting Corporation and another one called Natalie for selling the radio rights of the matches for telecast Down Under.

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