Though the production of the matches would be done
by the Board of Control for Cricket in India (BCCI), DD would be paying
the Board a flat amount of Rs. 30 million per day for the duration
of a test match. This works out to
Rs. 150 million for a traditional five-day Test.
According to Sarma, the man who has been in the right places at
the right moment, muttering all the right words, “Though the understanding
with BCCI happened quite late on Saturday, but by Sunday evening
we have managed
decent bookings for ads worth about Rs. 60 million.”
However, Sarma said that Prasar Bharati would go ahead on Monday
with its announced intentions of joining issues with others on cricket
rights in the Supreme Court, which is currently hearing a case filed
by Zee Telefilms against BCCI canceling an earlier tender process
that saw Zee emerge as the highest bidder for Indian cricket with
a quote of $ 308 million.
“Saturday’s developments, notwithstanding, we would plead our case
in Supreme Court on Monday,” Sarma said. BCCI officials could not
be contacted for comments.
On Friday, Sarma had gone public that the organization would move
the apex court protesting against BCCI awarding Sony with the matches
as Prasar Bharati was the third highest bidder with a quote of $
150 million.
As per a BCCI plan last week, the live feeds would be produced by
the Dubai-based Ten Sports network to be shown on a Sony channel.
As the cricket rights saga was unfolding and getting into a legal
logjam with parties moving the court, BCCI had earlier too tried
to come to an understanding with Prasar Bharati, but was rebuffed
as the asking price was "high".
The BCCI-DD deal, however, is subject to any court directive that
may come about in future.
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