BCCI revamps broadcast norms

Pawar-led board calls for fresh tenders, separates FM, DTH rights.

Indian cricket's new masters today bowled a googly by deciding to scrap the ongoing process for awarding cricket broadcast rights and call for fresh bids with redrafted conditions.

The marketing committee of the Board of Control for Cricket in India, which met here today, also decided to tap new revenue sources by separately awarding broadcast rights for FM radio, direct-to-home and broadband. Terrestrial rights will be given to Prasar Bharati, as required under government policy.

Besides, the board will float tenders on December 12 for choosing the team sponsor. The tenders will be opened on December 19 and taken up at a meeting here of the marketing committee on December 20.

BCCI Vice-President Lalit Modi said Sahara, whose contract as "Team India" sponsor would come to an end after the Test series against Sri Lanka, was interested in bidding again.

Industry sources say Airtel and Videocon may join the fray. "We are interested in cricket and we will bid for all available sponsorship rights," said Venugopal Dhoot, chairman, Videocon. Airtel did not comment.

To open more revenue streams, the board will auction rights for secondary sponsorships like airline, hotel, transport, team kit, time keeper and media partner. Modi said the BCCI was also contemplating issuing a separate tender for team sponsorship for tournaments organised by the International Cricket Council such as the Champions' Trophy.

At present, there is a case in the Delhi High Court involving Zee Telefilms and the BCCI. Zee has sued the board for not getting telecast rights, even though the company's bid of $304 million for four years is the highest.

"The board will seek the permission of the court, which is hearing the case on December 12. After obtaining the permission of the court and finalising tournament schedules, new tenders will be issued," said Modi.

This is the second time in less than a year that BCCI is calling for fresh bids for broadcast rights, the first one being in September this year.

"There were two compelling reasons to go in for fresh bids. First, the matter is in courts and secondly we wanted the clauses to be fair with regard to qualification issues," Modi said.

BCCI sources said the eligibility clause for bidders requiring a minimum of three years of broadcasting experience would be dropped for the new tenders.

"Once the technical part of the bids has been examined, the highest financial bid will get telecast rights," said Modi. Zee Telefilms said it was interested in bidding for telecast rights event though its chief Subhash Chandra had stated some months ago that he was no longer interested in cricket.

Zee's biggest rival ESPN Star Sports India is also in the fray. Its Managing Director RC Venkateish said the company would participate in the new bidding process as well.