CuttingEdgeMedia, a Mumbai-based firm, is offering companies ad time and sponsorship deals on US direct-to-home channel Dish Network, which has secured the non-exclusive rights to broadcast the ICC World Cup that begins in the West Indies on March 5.
Dish, no relation to the Indian company of the same name, is part of EchoStar Communications Corporation. It has 12 million subscribers in the US and for $199 (about Rs8,796), viewers can watch the entire package of 51 matches. Otherwise, they can visit any of the 67 multiplexes around the country with which Dish has struck an arrangement, and watch the matches live for the price of a cinema ticket, $10.
“There are a lot of Indian companies that want to connect with this audience (Indians living in the US),” said Rohinton Maloo, CuttingEdgeMedia’s chief executive. Maloo, who hopes to sell airtime packages for anything between Rs15 lakh and Rs2.64 crore (for the entire event), is banking on advertisers such as banks, real-estate companies, online portals and large Indian firms building a global presence.
Meanwhile, in an unrelated development, Nimbus Communications, which has the broadcast rights to all cricket matches organised by the Indian cricket board, announced plans to launch its Neo channel in New Zealand and parts of Asia to target Indians who live there. The channel is already available in the subcontinent and West Asia, and will soon be launched in Singapore and Malaysia. “In Indian sport, cricket is the biggest revenue generator,” said Rajesh Jain, national industry director, information, communication and entertainment at audit firm KPMG. “This is the right strategic step to take.”
Anik Basu contributed to this story.