MUMBAI: Sony Entertainment India is leaving no stone unturned to ensure that Indian viewers realise that MAX and SET are the only channels that will show "live and exclusive premium digital coverage of all the 54 ICC cricket World Cup 2003 matches."

In a hard-hitting advertisement released in many national mainline publications today, MAX's creative advertising agency Euro-RSCG has sought to stress that fact. The advertisement also counters media reports indicating that DD would air additional matches apart from the 16 "Big Gun" matches.

A MAX spokesperson says the channel was setting things in the right perspective and merely reacting to false media speculation and some "incorrect" media reports. Incidentally, MAX had embarked upon a major advertising blitzkrieg to create awareness amongst the various target audiences. In fact, MAX hoardings targeted at women audiences dominate the entire Andheri railway station in the western Mumbai suburb.

The advertisement claims: "Only MAX and SET will give you complete entertainment during the ICC Cricket World Cup 2003 with Extraaa Innnings. The innovative wrap-around programme that got an unprecedented response and gained record viewership across Cable & Satellite households beating all other channels." Media reports indicated that ESPN would be involved in DD's pre-match programming to counter Extraaa Innings.

The advertisement also urges viewers to get their facts right: "So don't be misled. Catch every bit of the ICC cricket World Cup 2003 action, only on MAX and SET."

The MAX team is using every trick in the trade to ensure that eyeballs stick to either SET or MAX between February and March 2003.

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