The Hindu Business Line : ESPN-Star launches cricket channel

New Delhi April 24 There's no business like cricket business. And ESPN Star Sports, which reportedly bet $1.1 billion (Rs 4,482 crore) for eight years' rights of International Cricket Council (ICC) tournaments, probably understands that better than anyone else. It has launched a 24x7 channel dedicated to cricket.

STAR Cricket, aimed at audiences in the sub-continent, is expected to be on air by June with live coverage of international matches, first-class and county cricket, news and other magazine programmes.

Critics and advertisers may cry hoarse about the game being overpriced, but there's still big money in cricket, said Mr R.C. Venkateish, Managing Director, ESPN Software India.

"Viewership has gone up from 25 million to 60 million in the last five years, but what most people fail to notice is that the numbers have tripled in the last three years. And if we keep the pace in mind, then the advertising rates should be a lot higher," he added.

However, Mr Gopi Menon, Vice-President, Media, TBWA India, said that cricket has lost some of its sheen.

"If you look at the TRP ratings of the last World Cup, they were 18-20 per cent. This year they haven't crossed seven per cent this year, and it has nothing to do with India being out of the tournament," he said.

"However, it's a reactive field and advertisers will continue to outdo each other to park their money first," he added.

"Cricket is a religion in India - the interest, passion and emotion this game evokes will remain unmatched for all times to come," said Mr Ravi Shastri, the recently appointed manager of the Indian cricket team who is also a commentator for the network.

Mr Harsha Bhogle, fellow commentator, has promised "cricket with a conscience" on behalf of the network in an official statement.

ESPN-Star Sports has a line-up of 130 days of cricket this year, including India's tours of Australia and England and the first ICC Twenty 20 World Cup in September, according to Mr Venkateish.

The 18 ICC tournaments in its kitty include two ICC Cricket World Cups, at least three Champions Trophy tournaments, the Women's Cricket World Cup and two Twenty20 World Championships.

The company is also not worried about losing audience of its existing channels to the new one. ESPN and Star Sports will continue with a mix of all sports.

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