The Hindu Business Line : DD signs MoU with squash federation

IN an attempt to boost other sporting events besides cricket, Prasar Bharati has launched a new scheme wherein sports federations would have to pay for actual cash expenditure incurred by Doordarshan in broadcasting the events.

The national broadcaster has signed a memorandum of understanding (MoU) with Squash Rackets Federation of India. The agreement provides for live/deferred live telecast of all major squash tournaments hosted by the Federation on DD Sports or any other DD channel.

According to Mr K.S. Sarma, CEO, Prasar Bharati, the new system would bring sponsors for the tournaments either by the sports federations or through the Prasar Bharati's marketing division. The revenue earned from sponsorship would be shared on a 50:50 basis between DD and the sports federations concerned. This would do away with the earlier practice of payment of rights fees.

He added that several smaller sporting federations have evinced interest in the new scheme and this would also boost ground advertising.

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