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Multi Screen Media eyes Rs 950 cr revenue from this year’s IPL

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New Delhi:  Multi Screen Media, the broadcaster for IPL, is looking to rake in around Rs 950 crore from this year’s edition of the T20 cricket league on the back of about 15 per cent higher ad spot rates than last year.

“This season of IPL is going to be bigger in terms of advertisers’ response. We already have 10 on-air sponsors on board and we may sign with 2-3 more,” Multi Screen Media President Rohit Gupta told PTI.

When asked about the revenues, he declined to share an exact figure but as per industry sources, the broadcaster is looking at a revenue of Rs 950 crore as against Rs 800 crore it earned in last season.

“We have already sold 75 per cent of the inventory. The ad spot have been sold at Rs 5 lakh per 10 seconds, while sponsorship cost is Rs 4.75 lakh,” Gupta said.

He said that despite the IPL beginning a few days after the cricket World Cup, response of advertisers for IPL has been better than last year and the firm is looking to cash in on the remaining inventory.

“We will soon increase prices by 5 to 10 per cent,” he said, adding this was the first time in IPL history that 10 on-air sponsors have already been signed up.

The maximum number of sponsors in the previous seasons have been 8-9, he added.

Multi Screen Media broadcasts IPL on its Set Max and Sony Six television channels.

Gupta said the advertisers’ interest in IPL remained intact despite the ongoing ICC World Cup as the odd match timings in India has limited overall viewership interest.

“There is interest only in India games. Advertising rates of IPL have gone up by 15 per cent this year,” Gupta added.

When asked if controversies surrounding IPL would impact viewer interest, Gupta said: “People now know IPL is here to stay. As long as good cricket is played, people will keep coming back. Quality of cricket in IPL is better and it cuts across all ages.”

IPL-8 advertisers include Vodafone, Amazon, Hero MotoCorp, PepsiCo, Amul, Cardekho.com, Emami among others. IPL-8 will be played between April 8 and May 24.

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