movie-cum-sports channel in the Sony Entertainment Television
(SET) bouquet, SET Max, will soon start beaming programmes
in a number of Asian countries like Nepal, Sri Lanka,
Bangladesh, Singapore, Maldives, Malaysia and Pakistan
with live action from the forthcoming ICC World Cup in
SET Max executive vice-president Rajat Jain: This
is the first time that we are entering markets outside
India, which has obtained the seven-year cable and satellite
telecast rights for ICC World Cup events from 2002 to
2007 for India and the subcontinent, including two World
Cup tournaments (2003 and 2007), two Champions Trophy
and under-19 tournaments, will directly market the World
Cup in Nepal, Sri Lanka, Bangladesh and Maldives, while
it has sub-licensed its telecast rights for the tournament
to Ten Sports in Pakistan, Singapore Cable Vision in Singapore
and Astro in Malaysia.
though the initial revenue generated from advertising
and subscription in the new markets may not be substantial,
Sony is looking at having a presence in these markets
for SET Max.
for the potential, Jain points out that movies and sports
are key drivers of pay TV worldwide. He feels that apart
from interest in cricket, all these markets have a good
appetite for Bollywood movies and film-based programmes.
There is also a huge interest in cricket in these
markets. For instance, the World Cup tournament is being
marketed in Singapore at a retail price of around $55
entertainment channel, SET, already reaches out to over
70 markets across the globe including the US and UK. Sony
has in the very recent past introduced a number of cricket
related programming anchored by celebrities including
Kapil Devs Kapil Dil Se.
week SET Max announced the launch of an NDTV-produced
six-part interactive show, Jung World Cup Ki, as
a run up to the World Cup. The one-hour show will be anchored
by Rajdeep Sardesai and is scheduled to go on air on 3
has sold most of its ad inventory for the World Cup and
only about 25 per cent of ad spots remain to be sold,
which, according to Jain, will be sold very soon. Other
advertising bands such as Extraa Innings and live
features such as action replays have been sold to sponsors
that include brands like Hyundai, Jaguar, Yamaha, Sony
and HLL brands.
channel has also roped in Reliance Infocomm as one of
the World Cup sponsors. Other sponsors include Pepsi,
Samsung, Hero Honda and two HLL brands Close Up
and Clinic All Clear.
however, is not willing to reveal the exact revenues to
be generated from cricket. The network expects to
get back about 85 per cent of the ad spend on television
related to the World Cup. The remaining would go to Doordarshan
and its marketing agents WSG Nimbus. We are not yet regretting
the huge price paid to acquire the World Cup rights.
industry professionals and broadcasters have pegged a
figure of around Rs 400 crore as ad-spend during the two-month
long World Cup tournament. Viewership figures for the
forthcoming World Cup are expected to break all previous
records. Jain says Sony expects at least 85 per cent of
the 40-million cable households to tune in to the World
Cup in India.