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The issue also came up during a Board meeting of Prasar Bharati
earlier this week where no solution could be offered.
The organisers of the 2006 C'wealth Games feel that since Delhi
is hosting the Games in 2010, DD would fall in line. "It is
this attitude of the Games' organising committee that is irksome
and we have refused to negotiate with an agent for this," Sarma
added.
Sarma is not only the chief executive of Prasar Bharati and the
president of the Indian Broadcasting Foundation, but is also an
important office-bearer of the multi-country apex body ABU, a powerful
organisation of Asian broadcasters who wield considerable influence
through their respective governments and fears of a blackout of
the Commonwealth Games in Asia has been haunting the Games' managers
with ABU not willing to accept certain monetary terms.
It has been pointed out by Sarma that a financially beleaguered
Prasar Bharati would find it difficult to cough up the demanded
price - over $ 5,5000 - from the organisers of Melbourne 2006. Last
time round, DD had paid $ 200,000 for the rights.
"We are a public service broadcaster, but on the other hand
the government is threatening to slash financial aid too. Under
such circumstances, we would need help from the government if we
are to acquire the Games telecast rights for the Indian region,"
Sarma counter-punched at criticism that DD ought to acquire the
rights for the benefit of millions of Indians.
Sarma also feels that the potential of netting high advertising
revenue seems remote in events like Commonwealth Games.
DD is the biggest broadcaster in India in terms of reach, covering
over 90 per cent of the population through terrestrial and KU-band
transmission, compared to 40-odd million of cable homes in the country.
TV viewership in rural areas, according to latest figures collated
by DD's in-house audience research, indicates was 69.9 per cent,
while in urban areas it was 59 per cent. Amongst all TV channels
in rural areas, the highest viewership was for DD National (44.1
per cent), followed by its regional services.
The Commonwealth Games has over a period of time unveiled new sponsors
even as it confronts threats of a television blackout in Asia leading
to a fall in revenue.
Games chairman Ron Walker has been quoted by international media
as not being too concerned by suggestions that TV rights have shot
up as much as 700 per cent than what was charged for the Manchester
2002 Games and which, could result in Indian and Asian broadcasters
boycotting Melbourne 2006.
According to Walker, there was no rush to finalise negotiations.
"We have put out a price and they're all considering it, so
they haven't said no to us, they haven't said yes to us," ABC
Radio in December had quoted Walker, who added, "Bear in mind
that Delhi in India is hosting the 2010 Commonwealth Games and the
transmission is vital to them."
Melbourne 2006 has said that it would have no trouble selling broadcasting
rights to Asia despite claims that the asking price was too high.
Broadcasting rights have been negotiated so far with the Nine Network
in Australia, and with companies in Canada and New Zealand.
The sponsors and partners that Melbourne 2006 has managed to rope
in Include Telstra (Official Telecommunications Partner), Nestle
Peters, national Visa, Australian airline Qantas, Konica Minolta,
Hudson and Coates Hire.
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NEW
DELHI: Fazed by high cost of acquisition, the Indian pubcaster Doordarshan
has written to the government and the Indian Olympics Association
(IOA) seeking intervention, if needed, in a case relating to the
telecast rights of the Commonwealth Games, 2006.