Pak cricket series is big business for ad world

 With the ice melting between the two countries faster than expected, the tour of Pakistan by the Indian cricket team some time in 2004 has companies and media planners reaching for the cheque books.

 The first bookings for the series have already started flowing in, said a source in the media planning business in the city.

 Rates for the one-day tourneys, test matches and some other select matches have been almost finalised to accommodate new advertisers, over and above companies which regularly advertise on Ten Sports, the channel which will telecast the matches.