With less than 10 days to go for the FIFA World Cup, Ten Sports — the channel that holds the telecast rights — is yet to put its distribution in place.
The channel is still in negotiations with the big multi-service operators (MSOs) across the country. According to sources the channel has already tied up with operators such as InCable, Spectranet, Siticable, Catvision, Ortel and some others for certain markets, but there are many parts of the country that still remain uncovered.
According to industry sources the deals with MSOs who operate in the metros of Mumbai, Calcutta and Chennai such as Hathaway Cable, RPG, Sumangali Cable Vision have not yet been struck. However, Ten Sports officials are confident that the distribution would be in place before the World Cup starts.
Industry analysts believe that it is crucial for Ten Sports to increase its presence especially in the football crazy states of West Bengal, Kerala and Goa. The advertisers are targeting football fans and if the channel does not reach them, then Ten Sports could loose ad revenues as well.
Ten Sports, meanwhile, claims that it has already tied up with advertisers such as Coca-Cola, Akai, Hyundai, Kodak, Onida, Prudential ICICI Mutual Fund.Source: Business Line
Our typical marketing budget is usually 10 per cent of the topline spend