Doordarshan’s sports channel, DD Sports, has earned Rs 51 crore by marketing the ongoing India-West Indies test and one day series, being sponsored by Exide and TVS respectively.
According to sources, this is the first time that DD Sports is marketing cricket matches directly. DD has bagged the exclusive telecast rights of cricket in India till September 2004.
The airtime marketing rights were awarded to Buddha Films based on the bidding process for Rs 450 crore. However, Buddha Films withdrew from the airtime marketing of the cricket matches on DD.
DD has booked three powerful companies like TVS, Coca-Cola and Hindustan Lever, while other sponsors such as Kelvinator, LG Electronics, Asian Paints, Cadbury and HPCL too have been picked at Rs 2.5 crore each.