Beginning September, it will be time for a non-stop cricketing extravaganza on Neo Sports Broadcast, as it has bagged exclusive rights for four major one-day international (ODI) and test series featuring India.
From October 2009 to March 2010, Neo Sports Broadcast will play host to international cricket tournaments: India-Australia (seven ODIs), India-Sri Lanka (five ODIs and three test-match series), India-Bangladesh (two test-match series) and India South-Africa (five ODIs and three test-match series).
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Speaking to afaqs!, Prasana Krishnan, chief operating officer, Neo Sports Broadcast, says, "In the coming six months, we have set for ourselves a revenue target of Rs 1,000 crore. Out of this, about Rs 650-700 crore will come be in the form of advertising revenue, and the remaining Rs 300 crore or so will be made up by subscription revenue."
Prasana is confident that in a long window period of six months, where competing channels do not have any property involving one of the most loved sports, cricket, Neo Sports Broadcast will enjoy a definite edge with advertisers.
Prasana claims that on an average, ratings delivered by international cricket matches are higher by 50 to 60 per cent, as compared to IPL matches. The last IPL tournament garnered, on an average, around 4.2 TRPs. On the other hand, an India-Australia day-night match is capable of delivering as high as 7-8 TRPs.
Without revealing costs for broadcast sponsor or title sponsor, Prasana shares that it's difficult to put an exact figure to it, as deals with sponsors depend on volume of ad spots taken and frequency.
Neo Sports Broadcast is promoting all the upcoming properties aggressively on its own network, comprising Neo Cricket and Neo Sports. It has taken up ad-space in leading English, Hindi and regional publications. It began its promotional campaign by building excitement around the upcoming series through advertisements in The Times of India, Hindustan Times and regional publications, including leading Tamil daily, Dinakaran.
It will also initiate cross promotions on select news and youth channels.
The international cricketing calendar on Neo Cricket will be augmented by domestic cricket tournaments such as the Ranji, Duleep and Irani Trophies.