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Media planners gung ho about Nimbus-BCCI partnership extension

18-January-2010
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Media planners gung ho about Nimbus-BCCI partnership extension

The news about Nimbus Communications Ltd and Board of Control for Cricket in India (BCCI) securing new rights for the period 2010-14 has been widely welcomed by the industry. On January 15, 2010, Nimbus had issued bank guarantees to BCCI, securing the BCCI for the entire new rights period of its 2010-14 agreement. Nimbus and BCCI had earlier entered into an agreement valued at approximately Rs 2,000 crore and for a minimum of 64 international matches and 312 days of domestic cricket, over a four-year period. Nimbus thus retains the broadcasting rights after having held for the last four years.

Yannick Colaco, COO, Nimbus Sport, and some leading media planners share their views on what this deal augurs for Nimbus.

Colaco told exchange4media, “We believe that the national format is still the most prominent game of cricket, and while everyone was writing off the nations format – the ODI and Test cricket – the recent television ratings for ODI and Test cricket has actually grown. I believe four years of Indian cricket, including domestic cricket, is the most sort after rights in the world, hence, we were putting in a lot of efforts in retaining the rights.”

“Even from the revenue growth perspective, we have tremendously grown and not only did the ratings increase, but advertising rates were increased too, therefore, revenues were growing significantly. I believe we are at the cusp of a boom phase of Indian cricket and it’s a combination of India playing well as well as the popularity of the game growing to new heights, and we will continue to see this grow,” he affirmed.

According to estimates, in the last few years, advertising rates have gone up by over 35-40 per cent and, therefore, even the revenues have increased substantially.

What media planners have to say

Rajneesh Chaturvedi, National Director, MEC Access, observed, “Cricket attracts eyeballs, and testimony to that are the India-Australia and India-Sri Lanka series as they have delivered good numbers. The success of any sports channel depends on how much of Indian cricket is being shown. With the fact that the broadcasting rights with Nimbus guarantee India playing matches against a good opposition, it will, therefore, give them the advantage over others.”

Nikhil Rangnekar, Executive Director, Starcom India – West, noted, “This deal is certainly an advantage to Nimbus, because cricket still sells. As long as cricket delivers, advertisers will have no problem even with a little hike in the ad rates.”

According to R Venkata Subramanian, VP, Lintas Media Group, “This deal is certainly good and it is advantage Neo Cricket. With India playing good cricket and the ratings also being good, I believe this is a good deal.”

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