Television

Ten Sports innovates with technology in Sri Lanka tri-series

MUMBAI: Sports broadcasting is introducing new technologies to better viewing. The latest innovation used by Ten Sports in the recently concluded triangular cricket series in Sri Lanka is the Dartfish technology. This allows viewers to see an athletic movement unfold before their eyes in time and space by compounding video images into a frame-by-frame sequence.

It was used to track the movement of the cricket ball to analyse leg before, run-outs and caught behind decisions. As had been reported earlier by Indiantelevision.com, the final of the tri series between India and Sri Lanka took Ten Sports to the top of the ratings heap.

On the advertising front too, Ten Sports introduced innovations. One of them was the Pepsi Drinks Break used solely by a single client. This involved the camera staying on the field and focussing on the Pepsi Drinks Trolley, in a reduced frame that has static images of Pepsi's 'Oye Bubbly'.

Group M national buying director - CTG Lakshmi Narasimhan says, "Advertising on cricket has been a time tested medium to reach out to consumers for our various clients. The association with the Indian Oil Cup has been satisfying and Ten Sports through sheer innovation has provided unique platforms to highlight our brands making the investments worthwhile. We are eagerly looking forward the next big thing, the Indo Pak series in January 2006."

As had been reported earlier by Indiantelevision.com, title sponsor Indian Oil received exclusive ground branding rights to various on-field elements apart from prime branding during the telecast. Ten Sports used its on-air reach along with IndianOil's own retail presence to generate consumer interest in the jointly promoted Lucky in Lanka consumer promotion. Seven winners got the opportunity to travel to the matches and participate in the toss before the beginning of every match..

Talking about the ratings, Ten Sports India MD Sharmista Rijhwani says, "This is a proud moment for us at Ten Sports to hold the distinction of the top slot amongst C&S programmes once again, following our success with the India tour of Pakistan in 2004. Though cricket will continue to be the driver as with any sports channel, we at Ten Sports believe in continuing to innovate and develop our marketing and promotional activities with the philosophy of 'Entertainment Guaranteed'."

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