The Hindu Business Line : Sports channels woo viewers with non-Indian cricket

WHEN India plays cricket it is a sureshot winner for broadcasters, but sports channels are now hoping that some of the non-Indian series also turn exciting enough for viewers to tune in - just as the interest levels went up during the last Ashes, much to the benefit of ESPN-Star Sports.

During the third test match between India and Sri Lanka aired on Doordarshan (National) and Zee Sports in December, private sports channels Star Sports and Ten Sports almost simultaneously showed matches of Australia-South Africa and England-Pakistan respectively.

According to media tracking agency, TAM India, which covered people over four years of age with cable and satellite connections across the country, DD National received viewership of 2.12 television rating points (TRPs) while Zee Sports garnered 1.19 TRPs. Ten Sports got 0.35 TRPs and Star Sports received 0.10 TRPs.

Speaking to Business Line, Mr R.C. Venkateish, Managing Director of ESPN Software India, said: "We are a sports channel and we will show a whole gamut of events - be it cricket, soccer or golf. The Australia-South Africa clash is an exciting, high-quality game and we are able to generate revenues from it."

However, he was not willing to give a revenue estimate from the series.

"There are reasons why broadcasters air non-India matches. For one: cricket has a far better appeal than any other sport in this country and sometimes the ratings could be higher than soccer or tennis. Second, broadcasters acquire rights from other cricket boards for the region keeping in mind the India tours. The investment is mainly made for such clashes. Thirdly, if the series takes an interesting turn, then broadcaster is able to hedge his risks," said Mr Atul Phadnis, Chief Evangelist, Media e2m.

According to media planners, there is a set of viewers who follow cricket irrespective of the teams that play.

"But the real money spinner for the broadcaster are the India-centric matches. Hence, most of the advertisers package their deals around the India-matches and get additional advertising spots on other cricket matches at cheaper rates," said a senior media planner.

The rates for matches played by two foreign teams are also much lower at about Rs 3,000-5,000 for 10 seconds.

"Increasingly there is pressure on advertisers to stand out of the clutter. The demand for India cricket is very high, with rates become unaffordable to some companies with relatively smaller budgets. Therefore, some clients prefer to associate themselves with other series. Also, a good game is an added bonus to the advertiser," he added.

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