ICL's maiden tournament plagued by telecast issues

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Ten days to go and Essel Group's maiden attempt at league cricket is not looking too good. The Indian Cricket League 's decision to telecast its matches on Zee Sports instead of Ten Sports isn't going down too well with advertisers.

 

Some advertisers have dropped out, others are renegotiating and ICL's marketing team is still trying to rope in team and ground sponsors. The ICL's first tournament slated to start next week is finding it tough going. Many media buyers say that one of the problems is the fact that Gaurav Seth , VP - Marketing, ICL said, "It will definitely be on Zee Sports because that is the flagship sports channel of the Zee Network. We haven't exactly figured out what we will do with Ten Sports, whether it is going to have the matches live or just as highlights. But it will definitely be on Zee Sports."

 

But advertisers and media planners say that a solo run of the matches on Zee Sports would bring down the on-air prices of the spots by as much as 60%. Initially, the ICL was selling a Ten Sports and Zee Sports combine at Rs 40,000 for a ten second spot, but in the current scenario, the rates have plummeted to as low as Rs 10,000 for ten seconds say industry sources. Some advertisers may find even this rate too high for a channel that reaches only 10% of C&S homes.

 

Manish Porwal , MD, India - West & South, Starcom Worldwide said, "Most advertisers are weary of how far this tournament will take them and this is adversely impacting Zee's selling bid. I am sure they would have reasons for not showing the matches on Ten Sports but at least they would have got back some advertiser confidence which has gone down further."

 

Industry sources say the ICL may have to leverage Zee's clout and offer advertisers a network deal to save face. Last minute negotiations are still on between ICL and media planners for on-air deals. But the real test will be to rope in the team and ground sponsors before November 30.