Top Story

Home >> Media-TV >> Article

DD to share booty only if it rakes in over Rs 200 crore

05-October-2004
Font Size   16
DD to share booty only if it rakes in over Rs 200 crore

Public broadcaster Prasar Bharati will share its revenues with the Board of Control for Cricket in India (BCCI) only if it earns over Rs 200 crore through advertisements in the first two series and a friendly one-day international.

In the unique revenue-share arrangement, which was finalised today, Prasar Bharati has agreed to share 50% of the ad income earned over and above Rs 200 crore. Prasar Bharati CEO K S Sarma told FE, “Anything over and above Rs 200 crore of ad revenues will be shared 50:50 between Prasar Bharati and BCCI.”

Prasar Bharati will pay Rs 100 crore as rights fee to BCCI for six Test matches (four against Australia and two against South Africa) and the friendly ODI against Pakistan. While Mr Sarma refused to guess how much income Prasar Bharati will earn from ads, industry estimates put the figure at Rs 100 crore.

Prasar Bharati would, in such a scenario, get to retain the entire ad earnings, and just about break-even.

For the two series, Prasar Bharati has got the radio rights too. “We got the broadcasting rights for AIR for free. And we get to keep all the ad revenue earned from it,” Mr Sarma said.

He said that Prasar Bharati was assisting BCCI sell the radio rights overseas, for which it could get 15% commission on the sale proceeds. Mr Sarma is already in talks with Radio Australia.

According to Madison India general manager Basab Dutta, it is realistic to expect Rs 100-crore worth of ad revenues from six Tests and one ODI, assuming there are 140 spots a day or roughly 4,000-4,200 seconds. Six Test matches and an ODI translate into 31 days of cricket.

While spot ad rate for the Australia and South Africa series is pegged at Rs 40,000 per 10 seconds on Prasar Bharati’s national channel DD1, that on DD Sports is Rs 50,000 per 10 seconds, said Mona Jain, vice-president, media, Cheil Communica-tions (which is the integrated communications subsidiary of Samsung).

The spot buy rate for the ODI against Pakistan is estimated at Rs 75,000 per 10 seconds on DD1 and Rs 1 lakh per 10 seconds on DD Sports. Industry sources said, the three main sponsors for the two series are HLL, Indian Oil and Hutch.

The presenting and associate sponsors will fork out Rs 6 crore and Rs 4 crore, respectively. For the India-Pakistan ODI, the rates for presenting and associate sponsors are Rs 50 lakh and Rs 35 lakh, respectively.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Telugu channel Star Maa is launching two new serials in the afternoon slots on May 21- Kante Koothurne Kanali and Shambhavi

CCI in February fined Google $20 million for abusing its position in online web search and also slammed the company for preventing its partners from using competing search services

Bhattacharya was has now set his sights on entrepreneurship with plans to set up something in content and fashion tech space