ICL scores better in second innings

TV ratings for the show have improved, but experts feel it still has a long way to go.

With all the talk surrounding the BCCI's cash-rich juggernaut called the IPL, its rebel counterpart ICL has drifted into the background. An ordinary first season did not help things either.

But the second season of the ICL has given hopes to the Essel Group-promoted product. The TV ratings have not been inspiring but that hasn't dampened hopes of the group. The second edition saw a host of new sponsors coming up "" both in terms of on-ground and on-air.

Himanshu Mody, business head, Zee Sports, said: "We have just started off and the response is getting better and encouraging." On that count, Mody is spot on. The ICL has got Edelweiss as its title sponsor, while the likes of JVC, Dabur Glucose and Bharatstudent have come in as on-ground sponsors.

Airtel and Intel are the on-air sponsors. In fact, the tournament has expanded from its original format, and has incorporated a world series featuring three teams. The prize money has also gone up to Rs 3 crores.

In the first season, the ICL was aired only on Zee Sports but the second season saw the matches being broadcast on Ten Sports as well. And Mody believes "with global broadcast partners, like Ten Sports providing adequate reach and increase in sponsors, brands associated with the ICL would benefit in the long run."

The TV ratings, however do not show encouraging numbers. According to aMap ratings, the gross rating point of the first three matches on Zee Sports was 1.16, 1.04 and 1.40, while on Ten Sports it was 2.47, 2.1 and 2.5. Media planners believe it would be tough going for the ICL. "The fact that it did not have the so-called big names failed to lure TV audiences," says a Delhi-based media planner.

In terms of spectators flocking to the stadia, Mody claims that the numbers were extremely encouraging. In the first season, the tournament was held only on one venue but was extended to three in the second season.

Mody says crowds flocked in to watch the matches and "it gives a lot of encouragement for the next edition." The tickets were priced reasonably in the range of Rs 100-500.

While Mody refuses to divulge revenue gains from the ICL, he feels the property stands on firm financial grounds and there is no reason to believe that it would change. However, experts feel that the impact the IPL would have might change the story.

With big names and big money pouring in, the IPL has already attracted more sponsors and raked in more moolah. Experts are divided on whether the ICL would stand the IPL test. "The IPL is also an unknown territory but the success or failure of it could hamper the ICL's chances." Whether or not that happens remains to be seen.