Neo Cricket targets Rs 10 billion revenue

MUMBAI: Neo Cricket is targeting a revenue of Rs 10 billion for the year, aided as it is by a slew of international cricket involving India.

Neo said it expects to get Rs 6.5-7 billion from ad sales while distribution will make up for the remaining amount.

With its cricket season starting next month with the Sahara BCCI Corporate Trophy, Neo Cricket also said it has kicked off its ad campaign that will centre around the theme of "six months of non-stop action, six months of drama, madness."

Speaking to on the sidelines of a media briefing to launch the channel’s cricket season, Neo Sports Broadcast marketing head Abhishek Verma said the channel has earmarked a budget in the region of Rs 30-40 million for the campaign.

“There are two phases. The first phase involving print has just kicked off. We are running half page ads in major newspapers like The Times of India. We have a unique situation of offering India cricket continuously for over six months. When was the last time any broadcaster could say this? The aim is to capitalise on this.”

The second phase of the campaign, which kicks off in the first week of next month, will use television extensively. Apart from its own channels, Neo will also use music, news and movie channels to spread awareness.

The outdoor medium in the form of hoardings will also play a role in the second phase. “We will also air our spots during the intervals of films playing in cinema halls. We will also use some amount of digital signage in theatres and malls.”

During the second phase of the campaign, the channel will look to play up the fact that if it is India cricket, then it is Neo.

The channel is also looking at SMS-based contests where fans win tickets for matches.

Neo had invited Harbhajan Singh and Bollywood actress Amrita Rao to announce the launch its cricket season.

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