Indiantelevision.com

(8 August 2008 8:30 pm)

NEW DELHI: Doordarshan has roped in Samsung as the main sponsor for the Beijing Olympics.

Speaking with Indiantelevision.com Prasar Bharati coordinator marketing and sports Sukhjinder Kaur says, "We also have got BSNL, LIC (Life Insurance Corporation), Maruti, Lenovo, Amul, ITC and various other small advertisers. But as far as Olympics is concerned, revenue generation is not our only target. We want to take the event to every household."

The pubcaster has not inked any deal for sharing feed with a private sportscaster. "We are not sharing the feed as a policy with any other private sports broadcaster. Making money is not our main objective,” adds Kaur.

Despite being the exclusive broadcaster in India, DD has been finding it difficult to rope in advertisers in a country that bets heavily on cricket.

Says Kaur, "Honestly, no targets have been fixed as far as generation of revenue during Olympics is concerned. Advertisers are ready to invest in a sporting event like cricket, but not in a vital event like Olympics which is held once in four years. In of any Cricket-based event, we get calls from advertisers even before it starts. But sadly it's not the case with other sporting events."

She further admits that many of the official sponsors of Beijing Olympics have not approached DD. "At least those advertisers who are spending millions on ground activity could have approached us. We know that the situation is grim and we are ready to face it", adds Kaur.

DD, however, has taken all steps to cover Beijing Olympics extensively. And if India manages to progress in the competition, it will not take long for advertisers to flock in.