Sony Entertainment Television (SET) loss is Doordarshan (DD) gain. DD has inked a deal with LG Electronics, one of the global sponsors of the Champions Trophy cricket. The Korean electronics major has decided to advertise on the national broadcaster because it believes that by advertising on DD during the ICC tournaments, it will reach a wider audience.
DD has the terrestrial rights for five matches of the tournament, while SET has the cable and satellite telecast rights for the entire tournament. The reach of DD National, the flagship channel of the state broadcaster on which the matches will be telecast, however, is as high as 90 per cent.
According to sources, LG and SET failed to arrive at an agreement over the advertisement rates. LG has made an offer of $3,500 for a 30-second spot for the Champions Trophy as against $5,300 offered by SET for both the Champions Trophy and the World Cup in 2003.
The consumer durables manufacturer will, however, still have a presence on television since the global sponsor’s billboards and on-field promotions cannot be avoided from being aired during the match.
According to industry sources SET, which has paid around $225 million for winning the rights, has found it hard to sell spots for the tournament because it was not clear whether the top Indian cricketers would be chosen by the board at all.