BPL has pulled out from `replay bug' rights of live cricket telecasts. For two years, BPL had developed the replay device as a property for spontaneous and cost-effective brand connection with cricket.
With the `replay bug' turning hot, the sports television channels hiked the media buy rates and called for bids from interested brands for each series or tournament. Subsequently, Samsung won replay rights for the ongoing India-Zimbabwe series on DD Sports while Kitply bagged the rights for Australia's tour of South Africa telecast on ESPN.
In the year 2000, BPL recognised the cost-effectiveness of replay rights for brand visibility and signed an annual deal with all channels televising live cricket for Rs 3.5 crore. The company re-negotiated the deal in the following year for Rs 4 crore. Research shows that it gave BPL the third highest spontaneous brand association with cricket, closely behind soft drink biggies Pepsi and Coca-Cola.
With the television rights for World Cup 2003 not yet decided, BPL plans to take a re-look at replay rights during the World Cup scheduled for January. BPL is expected to face a tough contest and may have to spend mega bucks to regain replay rights in the future.
Source: Business Line