Says Manocha, "We have increased rates but have kept realistic expectations in mind when fixing our tariffs (reacting to reports that C&S rights holder Sony Entertainment had massively hiked its rates for spot buys - India entry into Super Sixes sees MAX jack up cricket spot rates.)

And Nimbus has even less inventory available than Max. While MAX says it has over 300 seconds per match available, the per match secondages remaining on DD are between 120 to 120 seconds, says Manocha. That is between four to five 30-second spots per match.

DD will be telecasting live a total of eight games from the Super Six stage - five Super Six matches, two semi-finals and the final.

With end game stage of the competition fast approaching, industry sources say between Rs 200 to Rs 300 million in additional spends is what both MAX and DD will be fighting for.