Top Story

e4m_logo.png

Home >> Media - TV >> Article

Twist in India-Pakistan cricket sales tale as DD markets its own feed

05-November-2007
Font Size   16
Share
Twist in India-Pakistan cricket sales tale as DD markets its own feed

With the India-Pakistan series commencing on November 5, many would have thought that changes in the sponsor line-up on the series, just a day before the matches, wouldn’t have really made sense. However, as it turns out, that is precisely what has happened with Neo Sports, with DD announcing on November 2 that it would market its own feed. This means that Neo Sports and DD are marketing their individual feeds.

Its has been understood that DD has underwritten Rs 81.25 crore net to Neo Sports for marketing the series, and that whatever surplus comes on this, 75 per cent of that would be given to Neo Sports.

The change in sponsor line-up with this would see the likes of Pidilite, S Kumar’s, LG, HDFC Standard Life and Nokia going away from Neo Sports. The co-presenting sponsors now are Future Group, Reliance Communication, Aditya Birla Group and 9X. The associate sponsors are UltraTech, Perfetti Van Melle, Raymonds and Hero Honda. Gujarat Ambuja is action-replay sponsor, Standard Chartered continues association as data graphics partners, while Fiat is Speed-Gun sponsor.

What is the impact of DD marketing its own feed on Neo Sports? Sunil Manocha, Senior VP-Advertising Revenues, Neo Sports, explained, “I don’t think this would impact Neo Sports as such. If you look at the DD rate cards, it is at Rs 3 lakh per 10 seconds for spot buy, and then there is a different package for presenting sponsors. We are selling anywhere between Rs 1.90-2.10 lakh per seconds for spot buys. With both of us selling independently, the combined revenues would be on the higher side.”

Neo Sports has been working more on its distribution since the India-Australia matches. Manocha said, “We were then contributing about 40 per cent of viewership to the overall C&S viewing in markets like Mumbai, Delhi, Kolkata and Bangalore. Now our distribution has increased and we would be contributing at least 55 per cent in these markets, and these are important markets. Some of the smart advertisers have seen that and hence are on the channel.”

Tags

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve