The Hindu Business Line : India-Bangladesh cricket series no big deal for advertisers

THE Indian cricket team's tour of Bangladesh may not have been the most eagerly awaited series, but the threat by a radical Bangladeshi group on them put the series under the spotlight. And sports broadcaster ESPN-Star Sports is hoping that this will bring in the viewers along with some moolah.

The advertising industry has been lukewarm towards the series comprising two test matches and three one-day international matches. The ad rates have been in the range of Rs 8,000-10,000 for a 10-seconder depending on the deals advertisers have managed to strike with the broadcaster. While Videocon is the presenting sponsor other advertisers include Hero Honda, Exide, Samsung, Perfetti, Visa, Hindustan Lever and All Out Mosquito Repellent.

Media planners said that the interest among advertisers towards the series has been rather low. They felt that the channel might just be able to breakeven with such low ad rates. Along with this, ESPN has also cut off its signals to cable service provider Hathway in Delhi, Bangalore and some other parts of the country for non-payment of dues, which could impact viewership. ESPN, on its part, did not comment on the revenue implications of the series.

So what's in it for a broadcaster such as ESPN to acquire the series? According to industry sources buying cricket rights of smaller cricket boards is a "calculated risk" taken by the broadcaster. "The sports channel will hope that during the contract period with the board some blockbuster series might just take place. If there is a triangular series between say India, Australia and Bangladesh, then the channel can make money," they said.

"For instance, when Ten Sports acquired the rights to the Pakistan Cricket Board-organised matches, there were no India matches planned. But the historic series just came by in March this year and benefited the broadcaster in a big way," said sources.

Meanwhile, an ESPN official said, "The uncertainty surrounding the series increased the awareness about the series. People know about it, and that has helped. Also, we are expecting some records during the matches."

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