India-Aus cricket series makes it worse for DD to market CWG

Doordarshan's struggle to rope in advertisers for the upcoming Commonwealth Games (CWG) has been dealt with another blow by the India-Australia cricket series taking place around the same time.

In a case of contrasting situations, while Doordarshan has revised its ad revenue target to Rs 100 crore, from Rs 200 crore originally planned, Neo Sports -- the broadcaster for the India-Australia series -- is eyeing to rake in about Rs 200 crore from the event.

"We will definitely sell 100 per cent ad space before the event begins, as there is a good response from advertisers. We could even fall short of ad-space," Neo Sports Chief Operating Officer Prasanna Krishnan told PTI.

The firm has already signed up companies, including Tata Docomo, Sony, Future Group, Lava Mobile and Tata Motors, he added.
    
While, Neo Sports has already sold more than 50 per cent of its ad inventory, DD is left at the mercy of some public sector undertakings.
    
Last week public sector oil companies were asked by the government to buy advertising spots on Doordarshan worth Rs 10 crore during the CWG.
    
When asked about the current position, Doordarshan Director General Aruna Sharma said:"We are moving fine and will be able to give details only by the end of this month."
    
She, however, did not provide details of the advertisers on board for CWG.
     
According to media planners and advertisers, India is still a cricket loving country and there was no merit in spending money on an event like CWG  which does not guarantee large viewership.
    
"We do not think CWG can provide a platform to our brands. The company will definitely buy ad-space during the India-Australia series, but CWG is ruled out," said an advertiser who did not wish to be identified.
    
There is also discontent among corporates on the way Doordarshan is dealing with them.

"They are not marketing and selling advertising packages in a right way and are demanding exorbitant prices. Also since CWG's image has also suffered due to several reasons, advertisers are not willing to get associated with the event," ZenithOptimedia, Senior Vice-President Naveen Khemka said.
    
The first two test matches between India and Australia on October 1-5 at Mohali and on October 9-13 at Bangalore clashes with the CWG being held from October 3-14.
    
Media planners said there could have been some interest from advertisers on opening ceremony of the CWG but that too is clashing with the cricket event.
    
The two test matches will be followed by three one day matches with the last one being played on October 24.