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IPL pitches TRP battle between Set Max and GECs
Published on Thu, Apr 03, 2008 at 03:53, Updated on Thu, Apr 03, 2008 at 04:05 in 
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Mumbai: This summer, the battle has moved from the pitch to on air. Apart from new competition, the GECs will also have IPL on Set Max to contend with.
With 44 days of prime-time matches and 60 hours of additional programing, all 2000 ad spots on Set Max have been sold. Six sponsors including presenting sponsors Vodafone and Hyundai are paying between Rs 20-30 crores each. Apart from this, Sony is asking for an average of 2.5 lakhs for ten seconds.
Set Max’s Marketing head, T Gangadhar said that plans are in place for making the telecast entertainment driven.
“We plan to be the Superbowl of India,” he said.
“The actual game is 20-20 and it's known that 20-20 in terms of appeal is a lot wider than the traditional forms of the game. There is also a lot of on-ground entertainment in terms of pre-game, mid-game, and things like that. So there is something for the entire family and therefore, in a single-TV household, is will no longer be a conflict for the remote,” he explained.
Star Plus hopes to roll out the Shah Rukh Khan-hosted Kya Aap Panchivi Paas Se Tez Hain by April 18, give or take a week, while Zee hopes the Rock and Roll Family will keep revenues rock steady, and newbie 9x has a slew of new reality shows.
While all ten sponsors for Paanchvi Paas have been finalised, sources say Star may have got 30 per cent less than the asking rate per sponsor. But if the entertainment channels are worried, they are not showing it.
“A tournament over a month or so can’t disrupt our plans that have been put in place for the whole year. A general entertainment channel does not work like that,” said INX Media’s Chief Strategy Officer, Peter Mukerjea.
“Most homes are single-TV homes and to sustain cricket at prime time – where prime time's become a habit for the woman of the house – over a 45-day period is different. It would be tough. I don't think GECs have to be worried,” he explained. “Don’t expect major change – we'll see how it goes.”
The impact of the DLF Indian Premier League on GEC's will be clear in a month, once the ratings reveal extent to which cricket cannibalises entertainment on TV.
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