Media 24*7 has bagged the exclusive in-stadia rights for the India-Pakistan cricket match in Bangalore. An important in-stadia innovation for the match will be 25 feet by 20 feet huge LCD screen. It will offer crystal clear clarity and will showcase commercials, trivia, scores, live contests etc. This particular screen is the first of its kind here (since all previous ones have not been of this magnitude, either size wise or clarity wise.) In the space around it, is a perimeter board, which can also be used for static display. It will be 25 feet by 3.3 feet on top and bottom panel and 20 feet by 3.3 feet, left and right.
Media 24*7 maintains that the purpose of this kind of a screen and static space is to give the 50,000 odd people within the stadium, the chance to enjoy the game as much as those millions who are watching it in the comfort of their homes.
The large screen ensures that no one misses any of the action, as replays, third umpire's decisions, trivia are all a part of the combo package. Abraham Jacob, Director, Media 24*7, said, "This medium offers great value to advertisers, as well as those cricket fans who are actually in the stadium while the match is on. For 100 spots of 10 seconds, stretched over four days you only pay Rs.3 lakh. And whatever you get on the fifth day is a bonus for the package that you bought over four days. In case you need to go in for extra contests, or additional branding within the static area, you would naturally have to pay that much more depending on your requirement.
"When you are shelling out 6 crore or so for an already cluttered match on television, this option makes a lot more sense as DD is going to be referring to this particular screen in its telecast for third umpire decisions, runs and so on. We have already signed on quite a few clients, and are receiving a lot of queries about this particular mode of advertising. It gives plenty of mileage and is easy on the pockets as well."
But what's so special about this particular screen vis-a-vis the rest? Jacob said, "In places such as Chennai, screens exists but they are of extremely poor quality and don't offer as much clarity. This particular screen is from Stella Vista, whose advanced features include virtual resolution, standard colour, brightness and uniformity control etc. We have started out from Bangalore, but we are planning to extend this facility on to other towns and cities as well. ICC has appointed us for the in-stadia rights of this particular match; we hope to bag several other such contracts as well."
Which are the advertisers, which have already been tied on, or are in the process of being tied on for the event? Jacob, "I wouldn't be able to share names as of now, since it's far too premature but the categories broadly include liquor brands, cell phone categories, FMCG clients and auto companies. Largely, these are clients, who are not able to buy too many spots on the match on television, on account of the already cluttered scenario."
Meanwhile, a tussle of another kind persists on the telly tube for the telecast rights of this series. Sony Entertainment Television, which runs MAX, has reportedly put a hefty bid of $40 million for the satellite rights of the forthcoming India-Pakistan cricket series. The deal includes air time sales and telecast rights for India. In the same breath, DD has been mandated by the court to carry the live feed of the series and has also dispatched a rate card for the same.