BackTEN Sports hopes to earn `120 crore from India-South Africa series
The series will have two Test matches and three one-day internationals
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Mumbai: TEN Sports, the sports network from Taj Television Ltd, a 100% subsidiary of Zee Entertainment Enterprises Ltd (ZEEL), is hoping to earn close to ₹ 120 crore from coverage of the upcoming India-South Africa cricket series between 5 and 26 December.
“Whether it’s sports enthusiasts or experts, this series is being viewed by all with much interest as it is a fresh beginning for Team India following Sachin Tendulkar’s retirement," said Rajesh Sethi, chief executive officer of TEN Sports.
The series to be played in South Africa will have two test matches and three one-day internationals (ODIs).
Taj Television, which owns runs channels such as TEN Cricket, TEN HD, TEN Golf and TEN Sports, acquired television rights from Cricket South Africa (CSA) in 2011 for a period of eight years for about $200 million for the Asia and Middle East regions. The series will also be broadcast on www.tensports.com.
The series has already roped in 13 sponsors including brands such as Micromax mobile phones, the co-presenting sponsor, and associate sponsors such as Xolo, Vodafone, Go Daddy.com, mobile messaging application WeChat, Daikin air conditioners, Havells, Tata Motors Ltd and deodorants from consumer products company ITC, among others.
Sunil Raina, business head of Xolo, the tablet and smart phone brand from Lava International Ltd, said the brand is launching a new campaign timed with the series.
“Cricket as a property works best (when you are looking at audience reach) for maximum impact. Both the teams are playing well, so there will be a lot of interest around this series," he said.
According to TEN Sports, co-presenting sponsorships are going for a sum of Rs8.5 crore and associate sponsorships are on offer for Rs6 crore. While 10-second ad spots on the ODIs are being sold at Rs4.25 lakh, those on the Test matches are on offer at Rs1.25 lakh. “We have sold close to 90% of the ad inventory," said Sethi, adding that the broadcaster was hoping to earn close to Rs120 crore in ad revenue on the series.
“While the test matches may not be high up on the agenda, the ODIs will be better received as the match timings also coincide with prime time on television. Not to mention the fact that India is the world champion (in ODIs) and we have been playing well. So, it will be more of an even contest (there) with South Africa," said Indranil Das Blah, chief operating officer, Kwan Entertainment and Marketing Solutions Pvt. Ltd.
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