Neo Cricket eyes Rs 1 billion profit from India's home series

India plays five ODIs and one Twenty20 International in the upcoming home series against England Getty Images

By CricketCountry Staff

Mumbai: Sep 17, 2011

India s upcoming home series against England may fetch broadcasters Neo Cricket Rs 1 billion as advertising revenue, according to preliminary estimates made by Indiantelevision.com.

The broadcasters will hope for an improved performance by the Indian team will upsurge the ad rates despite India s poor show in the recently-concluded One-Day International (ODI) series in England.

Considering the festive season, Neo Sports will hope to bank on the England series and also the West Indies series that follows.

India plays five ODIs and one Twenty20 International against England. The West Indies contest will include three Test matches and five ODIs.

Lodestar UM is negotiating with Neo on behalf of clients like Tata Docomo. “We are considering the series for some of our clients including Tata Docomo. A good performance from India will see an improvement in sentiment. It is also happening during the festive season. Due to economic indicators, the sentiment is not as upbeat as earlier but companies will still want to leverage this season,” Lodestar UM chief operating officer Anamika Mehta was quoted as saying in itv.

Neo Cricket is said to be asking for around Rs 450,000 for a spot for the England ODIs.

Madison Media Group CEO Punitha Arumugam believes in a cautionary environment, it will be harder for the broadcaster to achieve their targets compared to previous years. She was quoted in itv, “Companies are closely looking at ROIs. Most of the non FMCG sectors including real estate are feeling the pinch.

“The festive season is not looking as gung ho as in previous years. The stock market is down, the Reserve Bank of India has hiked rates, petrol prices are up and there is inflationary pressure. All that has resulted in a negative sentiment.”

She added, “There will be more demand for the England series as it is happening during the festive season. England is also a stronger team.”

Mehta further added, “With so much cricket happening, it is making it harder for cricket broadcasters to get the desired revenue from a series.”

The start to the England series will be important. “If it is good, then there will be more traction even for the West Indies series. I expect active negotiations for the West Indies series to happen two weeks before the event,” said Mehta.

Neo Sports Broadcast COO Prasanna Krishnan is confident of getting a good response considering the drubbing Indian team received in England. “It is becoming an event series. It is being positioned and perceived by fans as a revenge series. It is also happening during the festive season when advertisers spend money. They will negotiate harder this time around, but they will not cut back,” he said.