Ten targets Rs 600 mn from India-West Indies series


2 May 2011
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Ten Cricket is targeting an advertising revenue of Rs 600 million from the India-West Indies series, a contest that will not see stars such as Sachin Tendulkar, MS Dhoni and Chris Gayle in action.

The channel has lined up Tata DoCoMo, Wynn Mobile, Perfetti, Mankind Pharma, Ibibo and Kentaro as sponsors.

"Ten Cricket is targeting Rs 550-600 million from the event," said an industry source.

The series consists of one Twenty20 International, five ODIs and three Test matches.

"We have roped in sponsors. Clients are cognisant of the fact that players will be rotated," said Zee Entertainment Enterprises Ltd executive director revenue and niche channels Joy Chakraborty, while declining to reveal the revenue the channel is targeting from the series.

Some media experts said Ten Cricket would find it difficult to rope in sponsors at the desired rates due to a combination of factors like viewer fatigue and lack of big names.

"This is a low key series. At the same time, I think that
they will sell around 70 per cent of their inventory. The question is the rate," said a media buyer who did not want his name to be revealed.
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