The pubcaster's revenue still falls short of the estimated Rs 200-million target. DD will be showing four matches, apart from the final, India's clashes with Pakistan, Sri Lanka and Bangladesh form the agenda.

The 'amicable' agreement with ESS allowed Prasar Bharati to have its own advertising. Officials were enthusiastic about getting a favourable response from advertisers with a marketing strategy targetted at favouring bulk buyers. Initial reports had pegged ad rates on DD at nearly Rs 2.5 to Rs 3 lakh per 10-second slot.

ESS had acquired the exclusive worldwide broadcast and on-ground rights to Asia Cup for around $ 9 million, beating rivals like Ten Sports and SET Max. Its deal with DD envisages the public broadcaster paying ESS a minimum guarantee of Rs 160 million for the total number of matches to be telecast terrestrially on DD's network. On the other hand, ESS is expected to generate close to Rs 2000 million from the telecast of the 13 One Dayers, thanks to value added services in the form of programming being provide by the ESS.

Prasar Bharati, which has also acquired the radio rights, has already pocketed deals worth Rs 15 million, with HLL and BSNL being the main sponsors and Reliance and Dabur roped in as associate sponsors. The running commentary of the matches this time is being aired on regular AIR medium wave stations as well as on its FM station in Mumbai, the first time live cricket commentary is being put on AIR's FM.