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Howzzat: DD ads during matches puts off

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Howzzat: DD ads during matches puts off

The Board of Cricket for Control in India (BCCI) today said Doordarshan cannot show its own advertisements in the free broadcast feed it gets from the right holder.

The uplinking policy makes it mandatory for the broadcast right holders of cricket matches played in India to share live feed with Doordarshan and the public broadcaster can generate revenue through advertisements, which will be shared with the original right holder.

This stand by the cricket broad comes just a few days ahead of giving out the tenders for the next four years’ broadcasting rights for cricket tournaments played in India.

“We own the cricket property. How can Doordarshan insert its own advertisements to a feed provided to them by another broadcaster? It will have to show the broadcast feed as it is,” said Lalit Modi, vice- president, BCCI.

It has been feared that sharing content with Doordarshan and allowing the public broadcaster to air its own advertisements will dilute the value of the bidding. The cricket board is expected to come out with the tenders for broadcasting rights in the next few days.

BCCI’s marketing committee today formally approved Sahara as the official team sponsor for the next four years after it emerged as the highest bidder.

Sahara clinched the sponsorship rights through its venture Air Sahara by offering Rs 313.3 crore, and this amount could go up to Rs 415 crore as and when 50 days more of international cricket, which were not included at the time of bids, was confirmed.

Modi also said the logo to be displayed on the players’ shirts will be decided by Sahara. The team sponsorship entitles Sahara to display their logo on the chest and leading arm of the players’ shirts. The sponsorship rights for displaying logos on non-leading arm and kits will be finalised on December 23 in Mumbai.


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