The Hindu Business Line : DD starts selling airtime for Pakistan series

EVEN as differences between Ten Sports and the Government's recent notification making it mandatory for private sports broadcasters to share telecast feed of select sporting events with Prasar Bharati continue, the national broadcaster today started selling airtime to advertisers for the forthcoming India's tour to Pakistan.

While Prasar Bharati officials were not willing to divulge details of its marketing plans, sources in the advertising industry maintained that interested companies would have to fork out Rs 2.5 lakh for a 10-second spot during the one-day international (ODIs) matches on Doordarshan. The rates for the test matches have been pegged at around Rs 50,000 for a 10-seconder. These rates are similar to those charged by the broadcaster last year, when the Pakistani cricket team visited India.

Similarly, Ten Sports too has managed to sell 90 per cent of its inventory. Industry sources said the rates for the ODI have been hovering between Rs 3.25 lakh to Rs 5 lakh for a 10-second schedule depending on deals the media buying agencies have managed to strike with the broadcaster. Ad spots during the test matches are being sold at Rs 65,000-70,000. These are a shade higher than last year's advertising rates.

Ten Sports sues: Meanwhile, the Bombay High Court is hearing a petition filed by the Dubai-based Taj TV Ltd, which owns Ten Sports, challenging the Government's recent guidelines on compulsory sharing of selected sporting events with Doordarshan. Ten Sports has alleged that since the acquisition costs of such events run into millions of dollars, sharing of television rights with Doordarshan would result in loss of both advertising and subscription revenue.

The Pakistan rights were acquired in 2003 for five years jointly with another channel for $52.2 million, it said. Ten Sports has held that since most of its advertising inventory has already been sold, sharing of feed would amount to a breach of trust as advertisers have paid higher sums for exclusive telecast on its channel.

The broadcaster further added that it would incur Rs 20 crore loss in fixed fee under the distribution agreement.