BCCI may just have priced itself out of the market. According to your story (‘Cricket sponsorship keeps some biggies in the pavilion’, Nov 5), BCCI has made a steep hike in the base price for cricket rights. BCCI has done a great job coming up with the T20 format, but it has to realise that all pricing decisions have to be rational and have to keep in mind the competition. So, if advertisers believe they can get a bigger bang for their buck by advertising on reality shows on TV, they will move there. The move could be akin to killing the goose that lays the golden egg.
Sarita Dhawan, New Delhi
