Prasar Bharati expects to reap huge benefits from the joint marketing initiative with Zee Sports for the upcoming Indo-Pak ODI series at Abu Dhabi on April 18 and 19. “We hope our revenue collection will grow by 20-30 per cent due to the joint marketing initiative. We are expecting revenue collection anywhere between Rs 2 crore and Rs 5 crore from the two ODIs,” K S Sarma, CEO, Prasar Bharati told exchange4media.
“The joint marketing team is sitting in my office and will sell the airtime for both the satellite and terrestrial telecast,” he added.
About the broadcast on All India Radio, Sarma said, “The broadcast on AIR is an exclusive one. We will be paying $5,000 per match to Zee. AIR is expected to generate revenue between Rs 15 lakh and Rs 1 crore,” Sarma said.
When asked whether the joint marketing initiative would be a norm from now on, Sarma said, “If the future right holders of cricket matches understand its importance, then this is the best way to go about it.”
“But the bigger gain to us will be that our other programmes on DD won’t be adversely affected,” he further said. “Previously, during a cricket match, our advertisers on other programmes used to shift their ads to cricket matches and there was no real gain to us and our programmes used to suffer. This time it won’t happen as cricket is now separately marketed for both satellite and terrestrial telecast,” Sarma explained.
Commenting on the initiative, Gaurav Seth, VP, Marketing, Zee Sports, said, “DD has expertise in marketing cricket for some six years. So, instead of doing it alone, we thought the real worth would be realised when the power of Zee Network and Prasar Bharati is combined together.”
As per the agreement, Zee Sports and DD will share the revenue in the ratio of 75:25. Zee Sports owns the global media rights for all the matches that India will play on neutral ground for $219 million in the tender process. The media rights include 25 matches over a period of five years with an average of five matches per year between April 1, 2006 and March 31, 2011.