Till the time of writing this report, the Indian pubcaster had managed to mop up advertising revenue worth about Rs 800 million and, as an official of Prasar Bharati pointed out in the evening, "DD seems to be on a sound batting wicket."

So, who all have invested in the cricket matches to be shown on DD National's terrestrial network and DD Sports, a satellite channel?

The enthusiasm amongst advertisers and corporate houses may have dimmed a bit, but title sponsors for the Australia and South Africa series, TVS and Indian Oil, respectively, will fork out Rs 65 million each. These two deals, according to Prasar Bharati, were sealed on Sunday itself.

Associate sponsors for the 31-day cricket package, which also includes highlights on DD National, include Pepsi, Onida and Hutch who will shell out Rs 40 million each.

Ad spot buyers, which include some of the competitors of the title and associate sponsors, are Hero Honda, LML, Airtel, BSNL and Bajaj Auto, amongst others.

In anticipation, Doordarshan had jacked up its spot buy rates that stand at Rs 50,000 per 10 seconds for DD Sports and Rs 40,000 per 10 seconds for DD National.

Pointing out that activity on the advertising front picked up today morning after the apex court passed an interim order clearing DD's way for telecast of the cricket matches, the Prasar Bharati official said that negotiations are on with another two big-time spenders --- Unilever's Indian arm HLL and Procter & Gamble.

Historically speaking, Prasar Bharati is realizing the importance of having its own marketing arm. Last time West Indies toured India for Tests and one-dayers, DD netted Rs 480 million, while for the last Australia tour of India followed by a tri-series of one-dayers amongst India, Australia and New Zealand, advertising revenues totaled Rs 900 million.

"This time round, considering only Tests matches would be telecast (with the exception of the India-Pakistan Platinum Jubilee one-dayer), the realization has been very good till now," the Prasar Bharati official observed.

Additionally, Prasar Bharati has sold the radio rights for the Australia series to Australian Broadcasting Corporation for $ 20,000. Further, another $ 4,000 has been mopped by sale of radio rights for half-hourly updates to a South Australian radio company, called Natalie, and the BBC.

On the sale of radio rights, Prasar Bharati would earn a 15 per cent commission, while the rest of the amount will go to the Indian cricket board.

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