It is not for nothing that advertisers bet big bucks on sports ontelevision. And it's not for nothing that broadcasters commitmillions of dollars for sports acquisition rights; the per dayacquisition cost of India-cricket (read: cricket for which the rightsvest with Board of Control for Cricket in India or BCCI) is around Rs11 crore a day. Cricket alone accounted for 9 per cent of the totalad spend on tv (Rs 9,000 crore) in 2003. That was a whopping Rs 800-odd crore. The amount came down to Rs 450-500 crore last year; 2003saw the World Cup, and in the Indian broadcasting firmament 2004 wascharacterised by legal squabbling over cricket broadcast rights.
Fact is, no one, …
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