No Such Thing As A Free Jump

New Delhi, Aug 26 | Updated: Aug 27 2004, 05:30am hrs
The Empire just got smarter. Prasar Bharti, the public broadcaster, is busy shaking of its chalta hai image. It is set to slam private rivals for violating international telecast norms in the Olympics coverage . Adex, a division of Tam India Research, has been told to compile a hit list to zap any free-loading of DDs visuals of the Olympics by private channels. FE (July 22) was the first to report that rights-holder Prasar Bharati was hiring a monitoring agency for Olympics coverage.

Prasar Bharati CEO KS Sarma told FE: As soon as the Olympic Games get over, well send the bills across to private channels. Mr Sarma had paid Rs 26 crore for the exclusive telecast rights to the event in the Indian market.

An Adex official said: Were working on it. Well make our inputs available next week.

Channels showing less than five hours of Olympics coverage during the entire event would be charged $5,000 per hour. Those showing anything between five and 25 hours would end up paying $4,000 per hour, and those over 25 hours only $3,000 per hour, Mr Sarma said.

Earlier, Prasar Bharati wanted to charge channels at $5,000 per hour. When channels cited nationalistic arguments the state broadcaster became empathetic. But having secured the rate cuts, channels went ahead and pumped several hours of DDs content.