Buoyed with the success of ICC Champions Trophy cricket telecast, where it got a fixed Rs 1 crore telecast fee, DD has signed a revenue sharing deal for World Cup 2003. According to this deal between Global Cricket Corporation (GCC), Prasar Bharti and Nimbus, GCC will get 80% of the revenues towards 'Rights license fees', and Doordarshan will get 20% of revenue towards 'Network fee'. Prasar Bharti CEO K S Samra confirmed this deal with exchange4media. DD and Nimbus have also announced advertising packages for the World Cup 2003. The packages offer match and spot placement flexibility.
DD's share will carry a minimum guarantee provided by Nimbus. However, this guarantee would vary between Rs one crore and two crore. Talking to exchange4media last night, KS Sarma, CEO Prasar Bharati, explained, "This time around the rates are in slabs and DD will be charging anywhere between Rs 1 crore and 2 crore as minimum guarantee. For instance, guarantee for the pool matches is Rs 1 crore, while if India reaches semifinals - the guarantee for that match will be Rs 1.5 crore." Going by the same logic, it can be assumed that minimum guarantee for final would climb to Rs 2 crore if India were playing.
Sarma was in Mumbai, ostensibly, to attend a Nimbus organised function to unveil the world cup. However, the opportunity was used to present the duos plans and rates for the World Cup. Media honchos were furnished with a digital presentation on advantages of advertising on Doordarshan during World Cup as well as the ad rates.
This presentation by Nimbus states, "The true action and ratings lie in the 'Big Gun' matches the bulk of which are obviously India matches, key weekend matches, 'Super Sixes' weekends, Semi Finals and Final".
As we are aware Doordarshan will be airing these 16 'big gun matches'. In addition, it would also air highlights of all the matches being played in the tournament.
Nimbus, is offering 'Flexi-buys' option to the advertisers, claimed to be a first of its kind. According to the package, advertisers can pick and choose their matches, choose a package, and top it up with individual match buys and even specify positions in matches.
According to the presentation, a ceiling of 500 seconds per match per advertiser will apply due to limited inventory. ICC`s Official Sponsors, however, are exempted from this ceiling due to their special privileges.
Ad rates vary for various matches - Rs148, 750 per 10 seconds for the pool matches, Rs 170,000 for super sixes and Rs 191, 250 for semi finals and finals.
Besides, 10 Broadcast Sponsor positions including 4 presenting Broadcast sponsors (with investment of Rs 10.88 crore each), and 6 Associate Broadcast sponsors (Rs 7.84 crore each) are available.
The presentation also claims that during ICC Championship DD provided 31% more viewership in the 'All 4+' audience definition, and it matched satellite channel in Sec ABC 4+ audience It states that beyond TAM cities, DD's lead widens as cable penetration diminishes.