By ASHWIN PINTO
Indiantelevision.com Team

(28 November 2007 8:00 pm)

MUMBAI: With Essel Group’s breakaway initiative Indian
Cricket League (ICL) kicking off on 30 November in Chandigarh, the broadcaster has signed up ground sponsors for the event.

Speaking to Indiantelevision.com, Zee Sports president Satish Menon says that the company has roped in TVS Motors, Spice Telecom, SAB Miller, Provogue, Thomas Cook and Rishi Cement.

Still. a key issue is what does the media fraternity feel about the event.

Leo Burnett’s Arvind Sharma notes that one can never have enough cricket. It is just that with ICL the format is new. “The event will not happen between nations as is normally the case. Therefore, it will take two to three years for the event to establish itself as a solid platform for advertisers. Clients who use cricket from a long term point of view will get involved sooner. They should be able to reap the benefit a few years down the road.”

Sharma adds that in the first year the channel will have a difficult time getting those clients on board who only look at cricket from the point of view of cost per GRP from the outset.

Starcom Mediavest Group MD India, West and South Manish Porwal reiterates the fact that this is a long-term game. “In the first season it will take time to take off. That does not mean one just writes it off as being a washout. Three years down the line we will be in a position to judge it.

"At the moment though viewers are not excited about ICL. They are not dying to see it. So Zee is trying to catch viewers wherever they are. While this is a nice catchment tactic whether this will translate into viewership for the event remains to be seen.”

Porwal adds that at the moment viewers are used to seeing India playing against other countries. So what Zee is trying to do is make viewers see cricket in a different light as it were, where they can support their city / state. International stars like Brian Lara will be the main attraction. Will they take to this new format? Time will tell.