India celebrates tri-series win, not ESPN

Soma Das
Posted: Wednesday, Mar 05, 2008 at 0020 hrs IST
Updated: Wednesday, Mar 05, 2008 at 0041 hrs IST

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New Delhi, Mar 4: The spectacular win by the blue boys in Brisbane might be celebrated to the hilt in every corner of the country, but the victory might not come as great news to ESPN, the channel with the telecast rights of the Commonwealth Bank series of tri-nation one day international series held in Australia. According to industry analysts, ESPN could have garnered close to additional Rs 9 crore as ad revenues if another full-fledged match of 50 overs could have been played.

Another media buyer when contacted echoed the statement "A one day match provides an opportunity of 4,500 seconds of advertisement for a channel. At the current going rate of Rs 2 lakh per 10 seconds ad spot, the ad revenue opportunity losses will amount to approximately Rs 9 crore for the sports channel. However, the managing director of ESPN, R C Venkatesh when contacted by FE refused to confirm any opportunity losses to the channel. “We don’t divulge any financial details to media.” The sports channel had tied up with Motorola, Nokia, Sprite, Airtel, Appy Fizz etc for contests and events surrounding the series. Although the series win is likely to raise the brand value of the Indian cricket team as a whole, the victory in the second finals at Brisbane may uplift the brand worth of the man of the match Pravin Kumar in particular. “Kumar the wrestler from Meerut would have to shed his shyness if he has to become a favourite with advertisers, but more importantly he needs to deliver consistently unlike many one match wonders that India has seen in recent past,” according to Kunal Jamuar, GM, Madison Media. M S Dhoni, who is being patted for keeping his calm and composure and bringing out the best out of the team is also likely to benefit from the match, according to industry analysts. The list of goodies for the Indian team has already started flowing in. Board of Control for Cricket in India has announced Rs 10 crore for the winning team.

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