Media, advertisers count big gains from titanic India-Pak Cricket World Cup clash

Marketers anticipate top ratings for one of the most anticipated sports events in recent times

It's the most-anticipated clash on the sports field in many years and it has sent the media world into a tizzy. As India and Pakistan play the semi-final of the Cricket World Cup, media and advertising businesses are counting the gains.

The match in Mohali on Wednesday is expected to earn some of the biggest ratings of the 2011 World Cup. On an average, media representatives have laid down a 'modest' expectation of 15-20 television rating points. "The India-England match, which was not so hyped up, garnered some 13 points," said an analyst. "India-Pakistan match being the most talked about clash will see ratings way above that. It will be at least 15-20."

Mudra Max CEO Pratap Bose estimates the ratings will reach 17-18. OMD India's managing partner Harish Shriyan also expects ratings within this range. However, some others like VivaKi COO Mona Jain expect even higher, saying that 24 will not be an implausible score. There are some others who agree.

Many corporates have given their employees the day off, schools have closed early, and many employees have stayed back at home to be able to watch the match. Enthusiasm is high, considering India's unbeaten 4-0 score over Pakistan in the World Cup matches, and the expectation that Sachin Tendulkar could score his 100th century.
Naturally, the broadcasters and the ad world is geared up for the big event. Advertising rates have shot up. The India-Pakistan match will ask for Rs17-18 lakh for a ten-second slot, perhaps the highest in television history. Advertisers are reportedly bidding desperately, and some experts think that the rates have crossed affordability.

Initially, it was expected that where IPL matches garner a rating of 4, the World Cup will see matches earn some 5-6 TVRs, and the rates were supposed to be something around Rs3.5 lakh. However, with the unexpected high ratings earned for the other matches during the tournament has led to a huge inflation in advertising prices.

The internet has also profited from this buzz. Visits to cricket websites have gone up by 50% and ESPN's Cricinfo is enjoying the lion's share, with Yahoo! Cricket following closely. Cricinfo saw seven million visitors since 20th February, the largest it has experienced.

India-Pakistan cricket rivalry being one of the most intense rivalries in the sports world, the hype is understandable. Despite India's unbeaten score, this match will be keenly watched because the thundershowers overnight would have rendered the nature of the wicket uncertain. If the pitch remains sticky, Indian spinners will be in for a tough time, but if it dries up it will give the batsmen an edge. The uncertainty will make sure that people remain glued to the screen till the end.




6 years ago

Decades ago, as children growing up in a variety of armed forces "cantts" all over the country, we knew very well that regardless of who won or lost a fight, battle, war . . . it was always Nestles that won. Reason being - there was no other supplier of condensed milk for the armed forces of the world. (Still isn't, atleast in India, by the way . . .)

It is something like that with cricket too. Artificial cancer causing sweeteners in carbonated beverages win! Mobile phones causing nerve damage wins! Emission causing internal combustion engine wins!!

Sorry for the contra view. For once, maybe, such occasions could be used to educate people on real issues - water, energy, corruption?

NABARD recommends Rs100-crore restructuring package for Maharashtra’s wine industry

Report, made on the instruction of agriculture minister, is being studied by the government; wine producers’ association is optimistic about implementation

The wine industry in Maharashtra which is reeling under debt, is hopeful of receiving a bailout from the government, following the recommendation of a Rs100-crore restructuring package by the National Bank for Agriculture and Rural Development (NABARD).

NABARD has made its report on the directions of Union agriculture minister Sharad Pawar and Subodh Kant Sahay, who was then minister for food processing, in the context of the liquidity crunch facing the wine industry.

Several meetings were held between NABARD officials and state-level bank committees to assess the situation, and the report focuses on the financial requirements of the industry. The All India Wine Producers' Association (AIWPA) is optimistic that the proposed recommendations will be implemented.

An official source said, "The draft report addressing the restructuring package for the wine industry in Maharashtra has been submitted to the government of India."

Jagdish Holkar, president, AIWPA, told Moneylife, "We have received the draft report prepared by NABARD on the wine industry in Maharashtra. It is a draft report and everything is under consideration. The proposals mainly address the measures for the sustainability and stability of the industry. Accordingly, our association along with NABARD had asked for a Rs100-crore package of interest subvention at 4% and debt restructuring of the small-size wineries and grape growers. This has been considered in the draft report."

The association is optimistic over the implementation of proposals made by NABARD. "The wine industry is a forward linkage to agricultural production and prevailing high interest rates are unaffordable for us. Earlier, due to unpaid loans, banks were not ready to provide us fresh loans, but with these recommendations we are hopeful of further loan assistance," Mr Holkar said.

As per the draft report, working capital loans, term loans, working demand loans and grape growers' loan dues would be part of the interest subvention plan.

Mr Holkar also told Moneylife that "the state chief minister has spoken to the association and he has assured us that after studying the report the role of state and centre will be decided."

When contacted for his response over the expected assistance from the government, Subhash Arora, a wine expert who also runs the Indian Wine Academy, said, "Any help from any one to the Maharashtra wine industry is always welcome. But it should be a one-off thing and not be taken time and again."



Amar Hanmantrao Mane

6 years ago

But What is about wine grape grower farmer & farmers Loan

vijay k ingle

6 years ago

till date the nabard is not directly marketing the schemes,all the schems are coming through bankers i am running the agriclinic & agribusiness but till date no any banker has given money for this scheme .the turnover is 6600000 in year really possible to the common person to set up the winery ? please reply.

R Balakrishnan

6 years ago

Throwing good money after bad. Wine industry is dodo. When will we realise that we cannot make great wine. The Indage and the Sulas, we tolerate or praise simply becos we do not know better.
The promoters of these units (Indage etc) are worth billions. The cos seem to be in continuous restructuring.

RBI makes e-mail alerts on all card-based transactions mandatory from 30th June

According to the RBI, customers will get alerts on their e-mails for all transactions done through their debit or credit cards from 30 June 2011. The move is aimed at checking fraudulent transactions and encouraging usage of cards by customers

Mumbai: Customers will get alerts on their e-mails for all transactions done through their debit or credit cards from 30 June 2011. The guidelines issued to the lenders by the Reserve Bank of India (RBI) are aimed at checking fraudulent transactions and encouraging usage of cards by customers, reports PTI.

Presently, only some banks are intimating their customers through SMS and e-mail about transactions done on their debit and credit cards.

"It is decided that banks make take steps to put in place a system of online alerts for all types of transactions, irrespective of the amount, involving usage of cards at various channels," the RBI said.

This measure is expected to encourage further usage of cards at various delivery channels. Banks may implement this measure latest by 30 June 2011, it added.

RBI's initiative comes amid incidents of fraudulent withdrawals at ATMs. It is important to arrest the incidents of frauds in order to further encourage card based transactions in the country.

At present, banks are required to alert customers on transactions above Rs5,000 using card numbers or while making online payments.


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