Jeremy Coney, former New Zealand captain and a major figure in world cricket in the 1980s, has inadvertently provided for one of the most defining moments of the IPL so far. Coney, after interviewing the cheerleaders or dancing girls, whichever way we want to identify them, emulated them quite beautifully for almost a minute before handing back the microphone to his mates in the commentary box.
In that one moment, Coney helped complete a transformation. He helped legitimise a new brand of cricket commentary, where commentators, despite wearing their conventional suits, could dance to the tune of the popular Bollywood numbers without being ostracised. This process had started when Sunil Gavaskar, Ravi Shastri and others, dressed in colourful kurtas, had signed of from the DY Patil stadium last year. Till then cricket commentary, strictly speaking, was not entertainment; it was sport, which was profoundly different and had a distinctive sphere of its own.
Many ask whether this unique blending of entertainment with sport dilutes the essence of cricket. In other words, whether such a blending, on occasions an anathema for cricket purists, can ever take the game forward. Such questions miss the point completely.
After the success of this brand of cricket coverage, which blends entertainment with sports, the important question is no longer whether this form of coverage is proper. Rather, the question is, or should be, how the nature of coverage can be made more interactive thus widening the ambit of cricket spectatorship.
One simple statistic is enough to substantiate the above point. In 2003, when this innovation was first pushed through aggressively, most cricket magazines and portals had rallied against the ?invasion of the dumb belles?. But by the end of the World Cup, Sony?s managers themselves were surprised by the ratings: Over two crore women had tuned in and amounted to a massive 46% of the total viewership.
Set Max had successfully become the ?voice of the cricket-widows?. At the same time the diehard cricket purist had not condemned this brand of coverage. With most cricket fanatics, leave alone the occasional ones, saturated by the amount of one-day cricket being played, it is almost imperative for television broadcasters to introduce new innovations, newer techniques of coverage that will continue to attract eyeballs.
More than making profits, broadcasters have to ensure that Indians don?t get bored with one-day cricket. And women anchors, noodle straps, tarot cards and models along with the fans are all part of such innovations, which have successfully made cricket coverage more viewer-friendly and interactive. Now, with Coney and co joining the entertainment bandwagon, the process is turning a full cycle.
It may also be suggested that satellite television in contemporary India is a dynamic realm and these innovations are routine attempts by the industry to remain plugged in. Knowing full well that the IPL was going to be a high viewership event, Set Max aimed to take cricket coverage yet another step forward and create an complete entertainment package based on cricket.
Hence the ad cricket weds entertainment; hence the catchline manoranjan ka baap or even ek desh, ek junoon. And if the agenda is smeared with patriotism, it is a sure recipe for success. In trying to focus on enclaves of Indian diaspora in South Africa, especially in Durban and Capetown, Sony and the IPL governing council has done exactly that.
In fact, for many in India, cricket has replaced religion as a source of emotional catharsis and spiritual passion. Since it is among the earliest of memorable childhood experiences, it infiltrates memory, shapes enthusiasms, and serves fantasies.
It may well be that the revolution in cricket coverage is yet another fantasy, which has the power to enamour and also infuriate. We have already seen that the success of entertainment-focused cricket programming has led other Indian news and sports channels to replicate the same model. For me personally, it has been interesting experience sharing the stage with stars like Arbaaz Khan, a cricket fanatic and a man keen to know more.
In fact, this strategy of special programming with women anchors and other innovative attractions has become the standard way of covering cricket in India. With cricket across the world in need for infusion of new innovations, it is only a matter of time before it becomes the global norm.
The writer is a cricket historian