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In a detailed plan for development of cricket, Zee Telefilms has
informed the BCCI that not only would it commit additional funds
for domestic cricket, but would also partner with the cricket board
in turning into reality its dream of taking cricket to newer heights
in India and abroad.
Zee Telefilms, which feels that ESS is making “unnecessary noises”
on the bids as it is "feeling the heat from a domestic company",
has said that if it emerges successful in winning the telecast rights,
cricket would be on the existing network in the first year, while
a separate sports channel has been planned for the second year of
the deal that should get flagged off from 1 October, 2004.
Contacted by indiantelevision.com, Ashish Kaul, vice-president,
corporate brand development, Essel Group (the umbrella corporate
entity for Zee Telefilms and other business ventures of Chandra)
said, “Zee will ensure that steps are taken to raise the profile
of domestic cricket."
Not only has Zee proposed, according to Kaul, the creation of a
centralized marketing programme for domestic cricket, but the network
channels would also provide support in licensing and merchandising
and packaging and promoting domestic cricket tournaments, thus raising
the “emotional quotient” for fans’ involvement in India’s international
series events.
“Zee intends to raise television coverage of domestic matches.
It will produce live coverage of over 52 days of domestic cricket
each year, possibly extending this to as many as 72 days annually,”
Kaul explained, while detailing the plans that had been conveyed
to the BCCI along with the bid.
As part of this game plan, Zee is looking at producing and telecasting
live matches of the Ranji Trophy (both one day and first class),
Irani Trophy, NKP Salve Challenger Trophy, DB Deodhar Trophy and
Duleep Trophy. The focus will also be on live coverage of select
matches from university level and Under-19 cricket.
According to Kaul, “It is BCCI’s vision that Zee proposes to build
and nurture in due course. Considering that Zee Telefilms has the
infrastructure and the experience in the broadcasting industry and
has been the first broadcaster to enter into cable and satellite
households (in India),
producing and telecasting cricket should not be a problem.”
In executing the telecast plans, Zee Telefilms will have the advantage
of its affiliate, ASC Enterprises, that owns and operates India’s
first KU-band direct-to-home (DTH) satellite platform as well as
Siti Cable, the
biggest multi-system operator in the country.
“This makes it possible for any Zee channel to get instant connectivity
in a significant number of cable homes,” Kaul said, hammering home
the advantages the company holds, which could be put to good use
for cricket purposes too.
Zee also claim it is India’s largest overseas broadcaster as it
owns and operates three channels in the USA, Canada and the Caribbean,
four channels in the UK, two channels in Europe, one each in Africa,
Australia /New Zealand, four channels in the Middle East and six
channels in the Asia-Pacific.
Lastly, Zee Tele has also pooh-poohed critics who
have said Zee, despite being the bidder for BCCI cricket, does not
have any experience in producing and telecasting cricket. “We have
shown cricket quite extensively on our
network abroad,” Kaul added.
The following events have been telecast by Zee Network since
1997:
| July 1997 |
Asia Cup |
UK and Europe |
| September 1997 |
Sahara Cup |
UK and Europe |
| April 1998 |
CocaCola Cup |
UK, Europe and South
Africa |
| May - June 2000 |
Pepsi Asia Cup (Live) |
USA |
| February 2001 |
India-Australia cricket
series |
UK and Europe |
| October - November 2001 |
Sharjah Champions Trophy |
UK, Europe and Africa |
| December - January 2003-2004 |
India-Australia cricket series
(Live) |
Europe excluding UK |
Read Earlier Report:
Zee's
bid highest, poised to win India cricket rights
ESS
lays claim to India cricket telecast rights
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