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Max introduces alternate ad package concept for IPL
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MUMBAI: With the economic downturn in full swing, clients are being cautious about how money is spent.

In anticipation of this Sony has introduced an alternative package concept for the Indian Premier League (IPL) which kicks off on 18 April.

Speaking on this Multiscreen Media president network sales, licensing, telephony Rohit Gupta notes that this package allows clients with smaller budgets to get in and advertise on alternate matches.

Sony has roped in Vodafone and Airtel Digital TV as the presenting sponsors for the gaming season, while Coca-Cola, Hyundai, Havells, LG, Godrej, Samsung and HUL have stepped in as associate sponsors.

Gupta adds that flexibility has meant that many clients have taken spot buys. These include Pepsi, Tata Teleservices, Max New York Life and Mother Dairy. "70 per cent of our inventory has been sold. We have charged Rs 400,000 for 10 seconds. For us, there is no issue as timings stay the same. In fact, the T20 World Cup in South Africa a couple of years back had set record ratings".

Moreover the wrap around show Extraa Innings has its own set of sponsors including Titan Watches, Dell, Cipla and Castrol.

Gupta adds that while the innings break might be extended by five minutes in each match this does not mean that just ads will air. "We will have special content. This could be a commentator interviewing a team captain to discuss strategy. The form and shape of this will be decided by the IPL body. The whole aim is to have a value add for viewers."

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