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Ten Sports: Present Perfect. Future Fuzzy?

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Ten Sports: Present Perfect. Future Fuzzy?

Ten Sports is keeping its fingers crossed on the tri-nations tournament that would soon kick off in the $25 million Stadium in Morocco. The match that is scheduled between 12th and 21st August would have South Africa, Pakistan and Sri Lanka competing against each other. Although TEN Sports claims to have sold the event to terrestrial and C&S broadcasters all over the world, in India however, it would be covered exclusively by Ten Sports.

The response from advertisers also seems to be going good for TEN Sports. Leading advertisers like Britannia, Samsung, Fiat, Western Union, Kitply, Bajaj and HPCL are currently on board with the channel.

A senior TEN Sports spokesperson commented, "There is tremendous interest in the event, given one, the exotic nature of the location, two, the fact that 3 of the world's top cricket teams would be playing and, last but not the least, the fact that no other cricket tournament would take place during this event anywhere else in the world."

According to TEN Sports, the matches would all be aired during primetime in India. But while the going is smooth for TEN Sports, the future seems bumpy at the moment. We don't need soothsayers to predict this for the channel. Recent developments are proof enough.

The acquisition of exclusive international cricket telecast rights by ESPN Star Sports for all the international cricket events from Australia, South Africa, New Zealand, Zimbabwe and England for a period of 5 years, starting 2003 is sure to cause some unrest among its competitors.

SET, TEN and DD at the moment don't match ESPN Star Sports of 1108 days of cricket programming. The journey looks tough for the channels.


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