Even as Doordarshan is in talks with ESPN-Star Sports for a tie-up for the telecast of the cricket World Cup, LG Electronics, one of the title sponsors of the cup, has decided it will not advertise on Sony Entertainment Television (SET) at all during the cricket carnival beginning in South Africa next month and will instead put its money on Doordarshan.
Ganesh Mahalingam, general manager (marketing), LG Electronics India, said:
