Top Story


Home >> Media - TV >> Article

Prasar Bharati beckons airtime marketers for BCCI tournaments

Font Size   16
Prasar Bharati beckons airtime marketers for BCCI tournaments

Prasar Bharati has initiated its pursuit for a long-term airtime sales partner for the telecast of international cricket matches, the rights of which it had bagged from BCCI in 1999 for a five-year period. The period for the partnership is being sought up to September 2004, that is, till the BCCI deal with Prasar Bharati lasts.

The sifting after the bid would happen on the basis of the amount of revenues that each of the bidders would be able to bring to Prasar Bharati. After that, a revenue sharing ratio would be decided on, between the bidder and Prasar Bharati. It would be only on the 20th of August that the sealed bids would reach the Director (Commercial) of Doordarshan, and it would only be there after that the verdict would be finally reached.

Bids have already been invited once in the past, after Prasar Bharati had bagged the rights for the matches. Amongst bidders like Nimbus, Stracon-TWI, WorldTel, Channel 9 etc., Buddha Telefilms, finally came out as the sales partner for Prasar Bharati. However, the partnership was terminated a while later.

According to a senior spokesperson at Prasar Bharati, "After the commencement of the partnership, Buddha Telefilms were required to make payments at stipulated intervals. Despite being given ample grace time, Buddha Telefilms postponed the payments time and again. Finally, when nothing came through, in the end of 2001, Prasar Bharati gave up on the partnership and en-cashed the Rs.68 crore bank guarantee."

After the bad experience, Buddha Telefilms seems to be out of the picture, as far as the current bidding for airtime sales partnership is concerned. However, Nimbus is very much in the picture, even though Prasar Bharati had been reportedly going through a tough payment problem with Nimbus. Evidently it is WSG Nimbus, a JV between Nimbus and WSG, that would be bidding for the partnership.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...