Business Daily from THE HINDU group of publications
Friday, Jun 15, 2007
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Business Daily from THE HINDU group of publications Friday, Jun 15, 2007 ePaper |
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Markets
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Stocks Marketing - Advertising Our Bureau
The huge ad revenues, which the company will receive from broadcasting the matches, would benefit the company.
Mumbai June 14 The stock price of Sun TV jumped by Rs 93.25 or 6.84 per cent at Rs 1,457.05 on the BSE on expectations of the television channel gaining higher advertising revenues through the broadcast of live cricket matches on its channels. The stock gained following the company's exclusive tie-up with Nimbus Communications Ltd to broadcast live feed of the one-day international matches of the Ireland series from June 23. The company also has a long-term agreement with Nimbus with respect to any cricket series till 2010. Analysts said the huge ad revenues, which the company will receive from broadcasting the matches, would benefit the company. "The channel will significantly increase its market share by gathering higher revenues. Earlier, channels lost out on ad revenues during cricket matches but Sun TV will be able to take advantage of the same situation," said a media analyst.
Regional Languages
Analysts also reasoned that viewers in the South prefer watching programmes in their regional languages and this broadcast will shift a large number of viewers from the sports channels, which have English commentary. Sun TV will telecast the matches with commentary in three languages — Tamil, Telugu and Kannada — on its three channels — Sun News, Gemini News and Udaya Varthegalu respectively. "Over the years till 2010, the topline will grow substantially. However, the amount paid to Nimbus also needs to be taken into consideration," said the analyst. The stock opened at Rs 1,380 and hit an intra-day high at Rs 1,479.80 before closing at Rs 1,457.05, a rise of 7.05 per cent over the week.
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