The marketing mandarins of Doordarshan has pulled off a coup of sorts by selling the complete inventory of the upcoming West Indies series in India (involving three test and seven ODIs) for a record of Rs 43 crores. The event will be telecast live on DD1 and DD Sports.
Doordarshan Director General S Y Quraishi told exchange4media that the sponsorship revenue from sponsors – Coke, TVS Suzuki and HLL together amounts to Rs 12 crores. Doordarshan has roped in five co-sponsors – Cadbury, Electrolux, Pidilite, HPCL and LG for this premier cricketing event. The rest of sponsor revenue has been contributed through spot buys by players like Raymonds, Airtel etc. Doordarshan has fixed spot buy rate of Rs 60,000 per 10 seconds for ODIs and Rs 50,000 per 10 seconds for test matches on DD1 and Rs 30,000 per 10 second for ODIs and Rs 25,000 per 10 seconds for test matches on DD Sports.
What is significant about this marketing blitz is that Doordarshan has pulled out this on its own after Prasar Bharati’s attempt to invite bids for marketing air time for BCCI’s cricketing events in India for the period upto September 30, 2004 drew a blank.
Quraishi told that after the marketing success of West Indies series no fresh bids would be invited for marketing air time of other forthcoming BCCI’s fixtures in India. All these will be marketed by the in-house marketing division of Doordarshan.