Doordarshan’s attempt to rope in private companies to market BCCI international cricket matches played in India have come cropper.
The public broadcaster, which has acquired rights to telecast all test matches and ODIs under BCCI to be played in India till 2004, had invited bids to market these matches. But according to sources, till August 20 the last date for receiving bids Doordarshan has drawn a blank.
It may be recalled that earlier Doordarshan had entered into a contract with Zee Telefilms subsidiary Buddha Films to market BCCI international cricket matches in India. But because of default on payment, Prasar Bharti had gone ahead and encashed the bank guarantee of Rs 68 crores furnished by Buddha Films.
It was after parting ways with Buddha Films that Doordarshan invited tender to market BCCI matches in India. Now in order to tide over the crisis, Doordarshan bosses are reportedly taking the help of its newly set up marketing division in Mumbai to explore the possibility of getting sponsorship for the up-coming India tour of West Indies in November involving two tests and 6 ODIs. There is also a likelyhood of Doordarshan inviting fresh bids for marketing BCCI matches.