Is IPL losing its premium tag?

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Countdown to IPL 6 begins, but are brands buying The sixth edition of the Indian Premier League (IPL) is all set to begin on April 3. With just two weeks to go here's what it looks like. Apart from Pepsi and Vodafone, sources say that the Board of Control for Cricket in India (BCCI) may have also managed to bring in Yes Bank and Karbonn Mobiles as tournament sponsors. Broadcaster Multi Screen Media has slashed ad rates by 10 percent, and is selling ad inventory at IPL 4 prices. So, is The Indian Premier League losing its premium tag or has it just hit a plateau and come of age as a mature television property, which will deliver consistent, but not phenomenal TV ratings. Magazines still not sold on the revamped IRS With over 110 million copies sold everyday, India is one of the largest newspaper markets in the world. The IRS is a crucial metric - as it decides how advertising will be bought and sold in the 21,000 crore print industry, which is why a revamp to make it more transparent and credible became crucial. Set in motion a year and half back by the Media Research User's Council, the new IRS will launch in December with technology being prioritised over physical research. While the newspaper industry is positive on the changes in data collection, magazines are not buying yet. GroupM's Dominic Proctor remains bullish about India Dominic Proctor, the Global Head of GroupM, WPP's media buying and planning conglomerate was in the country last week. From dealing with a fast changing media environment to the performance of its Indian operations, everything is up for discussion. Why Mahindra's new 'Ask' movement caught our eye Mahindra and Mahindra launched its new electric car - the e2o last week, and chose to take the road less travelled. Yes, for the promotion Mahindra has launched The Ask movement - a campaign, which combines social relevance with the chance to win the e2o. Does it do the job for Mahindra?