Top Story


Home >> Media - TV >> Article

DD to net Rs 200 cr from Indo-Pak series

Font Size   16
DD to net Rs 200 cr from Indo-Pak series

State-run broadcaster Prasar Bharati is expecting to rake in Rs 200 crore in advertising revenues during the telecast of the India-Pakistan cricket series on its terrestrial network Doordarshan and satellite channel DD Sports. The series kicked off today with the Test Match in Mohali.

According to Prasar Bharai officials, the company has sold almost all the spots for the Test matches at the rate of around Rs 3 lakh per 10 seconds. The rates, however, are significantly lower than that commanded by the Dubai-based channel Ten Sports during the previous Indo-Pakistan series played in Pakistan last year.

For example, according to industry sources, advertisement rates on the broadcast of an India playing tournament is in the region of $12,000 to $20,000 per spot.

“The advertiser response has been exceedingly good. We managed to sell most of our inventory in a very short span of time,” said a Prasar Bharai spokesperson.

“We never expected the rates to go up to last year’s levels because the previous series took place after a hiatus of nearly 15 years and, therefore, a lot of hype was created around it. Secondly, Ten Sports commanded a huge premium as it was the sole satellite broadcaster unlike DD this time around,” said CVL Srinivas, managing director, Maxus, a WPP Group media buying firm.

According to media buyers the rates are similar to that during the recent series played against Australia. "There might be an upward revision of the rates if the first test produces an interesting contest with an Indian win in the end," added Srinivas.

The principal sponsors on Doordarshan for the series include PepsiCo, BSNL and TVS Motors who according to Prasar Bharai have made a payment of Rs 7.15 crore each. Among the five associate sponsors are IOC, LG Electronics, Hyundai Motors, Perfetti and Hindustan Lever Ltd. Several companies like Pepsi and LG are looking forward to the series to launch their summer campaigns.

LG for instance has earmarked a Rs 30-crore budget for advertising and sales promotion during the series.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Formerly known as Cadbury, the brand has called for a pitch for media and digital duties. The account size is estimated to be Rs 400 crore

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...