The Likely Gains

At the end of it all, it all boils down to economics and not charity. ESS, too, is looking at all round gains. But most of all in the distribution arena.

A spectacle like World Cup might not have helped Ten Sports in 2002 the way it had been envisaged, but ESS seems to be better placed. The fact that out of the 64 matches, ESS will share with pubcaster Doordarshan only four events --- the semis, final and the inaugural --- gives the sports broadcaster an added advantage.

With an eye on distribution gains, ESS feels that de-activated networks or those that had replaced ESPN and Star Sports with more in-demand channels in the area of their operations due to lack of adequate bandwidth would return within the ESS fold.

"Fifa has given us a chance to get all the de-activated cable networks back on the roster. We expect 7-8 per cent of the networks which had de-activated ESS, will start showing the channels again now that the football fever is spreading," Iyengar said, pointing out that trade activities with distribution affiliates are aimed towards this also.

However, a bigger challenge post the World Cup would be to see how the Fifa show can be leveraged for other football properties that ESS has and whether the Fifa eyeballs could be converted into regular viewership for other programmes.

"That'll be a key challenge. The Fifa fever needs to rub off on events like PPL, Spanish League and other football properties and those we think would drive viewership and our subscription revenue," Iyengar says.

An optimistic Venkateish feels that the World Cup will "generate ratings, which are equivalent or higher than India international Test ratings."

And, if that actually happens, it would encourage ESS to weave strategies around non-cricketing properties in India in a big way.

(Inputs from Anjan Mitra in New Delhi)

Photo Credits: RC Venkateish, Nirmal Dayani, Paras Sharma by Sanjay Sharma/Indiapix Network; Duniya Gol Hai and Fifa logo courtesy ESPN

(THE NEXT REPORT IN THE FIFA SERIES WILL DWELL ON WHAT OTHER TV CHANNELS ARE DOING ON THE SOCCCER WORLD CUP)