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India-Sri Lanka cricket series Only on Ten Sports from 18th july
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Ten Sports has set an ambitious advertising revenue target of Rs 1.10 billion from the India-Sri Lanka cricket series.

The sports channel, acquired by Zee Entertainment Enterprises Ltd (Zeel), is asking for Rs 55,000 per 10 seconds for the Test matches and Rs 160,000 for ODIs.

"We expect to garner Rs 1.10 billion from the India-Sri Lanka series," Zeel chief revenue officer Joy Chakraborthy tells Indiantelevision.com.

Ten Sports has roped in a clutch of sponsors and sold most of its ad inventory for the series that kicks off on 18 July.

The sponsor list for the three Tests include Micromax, Vodafone, Fiat, HUL and Ranbaxy.

Says Chakraborthy, "About 80 per cent of inventory has been sold for Test matches.The sponsors for the Test series are Micromax, Vodafone, Fiat, HLL and Ranbaxy."

Apart from Ranbaxy, the other companies are also sponsoring the ODI series. India and Sri Lanka engage in seven ODIs.

"We have sold 70 per cent of our ad inventory for the ODIs. We are keeping some inventory back as the ODI series takes place next month," says Chakraborthy.

Spot buyers for the include Airtel, Bacardi, Sharda University and Vini cosmetics.

Chakraborthy, however, concedes that it is no longer easy to sell Test cricket. One reason is that the Twenty20 format has caught people's attention. "Still there is traction. India is the number one Test team. At the same time, with a lot of cricket taking place there are a lot of options for advertisers. The key is to convince them of value. Our policy is that we do not do CPRP guarantee deals. We also do not sell inventory beyond a point," he says.

Zeel also has the rights to sell on-ground. It has roped in Micromax, Servo, Yamaha, Fiat and Paan Pasand as on-ground sponsors.

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