The Hindu Business Line : Cricket drama pays, on or off the field

New Delhi, Jan. 9 The Bhajji episode is spinning off so much media coverage, that experts are betting on increased viewership in the series. The face-off between the Indian and Australian cricket teams and the boards over ‘unfair umpiring’ hasn’t turned the series sour for everyone.

ESPN-Star Cricket, which was estimated to make anywhere between Rs 175-180 crore, is likely to get even richer. According to sources, it has already hiked advertising rates of remaining slots during the India-Australia series.

The episode, which has been brought home to audiences with all the drama that the newscasters could manage, is going to turn into a memorable one, depending on how India performs, predict experts. “The series will find greater interest from viewers, and if India performs well in the next test match that’s just likely to increase even more,” said Mr Sundar Raman, Managing Director, MindShare.

Cricketer Harbhajan Singh is definitely the new hero, but Australian cricketers like Brett Lee aren’t going to fall from grace so swiftly in India. Watch maker Timex, which signed on the Australian fast bowler in 2003 as brand endorser, clarified in a statement, “There is no connection between the current cricket controversy involving the Indian and Australian teams and Brett Lee as the brand ambassador for Timex.” Companies, explains Mr Raman, have only used Australian cricketers tactically, except for a few exceptions like Brett Lee’s association with Timex, and the off-pitch cricket duels are not likely to change much for them.