Sony ropes in sponsors for IPL3

MUMBAI: Multi Screen Media (earlier Sony Entertainment Television India) has started selling its IPL (Indian Premier League) property to advertisers, five months ahead of launch.

Samsung, Videocon and Hyundai have come as sponsors for the third edition of the IPL shelling out around Rs 400 million each, according to information available with

MSM is looking for a total of eight to nine sponsors. There will be another six to eight sponsors for the wrap around show, Extraa Innings.

Clients have been bullish on the IPL as it delivered an average TVR of 4.2 in the second season despite being held in South Africa.

"The IPL is now being seen as a high impact event for companies looking to create a marketing splash. So clients are willing to pay a premium. Sony has managed to get Rs 475,000 for a 10-second spot from the sponsors which was its target," says a media buyer.

For the second edition of the IPL, MSM had managed to get Rs 400,000 for a 10-second spot.

When contacted, MSM president network sales, licensing, telephony Rohit Gupta declined to offer any details.

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