Top Story


Home >> Marketing >> Article

Malaysian broadcaster takes cue From DD

Font Size   16
Malaysian broadcaster takes cue From DD

Keeping India as a yardstick, Malaysian national broadcaster Radio Television Malaysia (RTM) has been able to convince the Olympic Council of Asia (OCA) to knock down the broadcasting fee for the forthcoming Busan Asian Games. As against the original $550,000 for all telecast rights (satellite and terrestrial), Malaysian broadcaster RTM will now pay only $400,000.

Interestingly, India has been a talking point all through the negotiation process. Reason: While Indian public broadcaster Doordarshan acquired the Games telecast rights at a much lower $350,000, most others were asked to pay a ‘‘steep’’ fee. OCA has given DD’s high viewership as the official explanation behind fixing a lower telecast fee for it. DD National, with an estimated viewership of 79.3 million households, along with pay channel DD Sports, will telecast the Games live and also show recording of the events.

Even as Malaysia’s RTM and OCA have been in a tussle over the amount of the telecast fee, leading to speculation that there may not be any live telecast of the Games at all, the dust seems to have settled now.

The telecast fee issue is likely to be discussed at the OCA’s general body and executive council meeting in Busan on September 28, a day before the Games begin. All the secretary generals representing 44 national Olympic committees in Asia, including those from Malaysia, China, Japan, Korea, Philippines and India will attend the meeting.

The fee for Asian Games telecast rights was originally fixed at $550,000 for several countries including Malaysia. But RTM refused to pay that much, and offered $200,000 instead. OCA turned down RTM’s offer and instead reduced the fee to $500,000. The bargaining between the two continued, and RTM threw up another offer to OCA—this time it was $300,000. All this while, the telecast fee that India and The Philippines were paying, $350,000 and $110,000 respectively, were being thrown up for comparison.

Finally, when the Malaysian government started attacking the authorities for arbitrary telecast fee, the OCA quoted the final price—$400,000. And, RTM settled for that much, ending the long suspense over whether Malaysia would get to watch the live telecast of the Asian Games or not.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...