"This season of IPL is going to be bigger in terms of advertisers' response. We already have 10 on-air sponsors on board and we may sign with 2-3 more," Multi Screen Media President Rohit Gupta told PTI.
When asked about the revenues, he declined to share an exact figure but as per industry sources, the broadcaster is looking at a revenue of Rs 950 crore as against Rs 800 crore it earned in last season.
He said that despite the IPL beginning a few days after the cricket World Cup, response of advertisers for IPL has been better than last year and the firm is looking to cash in on the remaining inventory.
"We will soon increase prices by 5 to 10 per cent," he said, adding this was the first time in IPL history that 10 on-air sponsors have already been signed up.
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Multi Screen Media broadcasts IPL on its Set Max and Sony Six television channels.
Gupta said the advertisers' interest in IPL remained intact despite the ongoing ICC World Cup as the odd match timings in India has limited overall viewership interest.
"There is interest only in India games. Advertising rates of IPL have gone up by 15 per cent this year," Gupta added.
When asked if controversies surrounding IPL would impact viewer interest, Gupta said: "People now know IPL is here to stay. As long as good cricket is played, people will keep coming back. Quality of cricket in IPL is better and it cuts across all ages."