Top Story

e4m_logo.png

Home >> Advertising >> Article

BPL pulls out ‘replay bug’ as channels hike rates

06-March-2002
Font Size   16
Share
BPL pulls out ‘replay bug’ as channels hike rates

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

Tags

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016

Of the 116 upheld ads, the majority belonged to healthcare and education