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R-ADAG says no to ads on SET Max
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#1
NEW DELHI: Reliance Anil Dhirubhai Ambani Group will be conspicuous by its absence on SET Max, the official broadcasters, during the 45-day cricket carnival Indian Premier League (IPL), thanks to a spat between the group and the IPL Governing Council last year.

“R-ADAG is not advertising on Sony Max. This is because of past problems it has had with the IPL Governing Council,” said a SET Max official, requesting anonymity as he is not authorised to speak to media.

The genesis of the issue is group firm Big TV’s termination of a Rs 137-crore ground sponsorship deal with the IPL last year.

When contacted, R-ADAG officials confirmed that the group is not advertising on SET Max, but said it’s exploring opportunities with other IPL media partners such as Google’s YouTube that is streaming the matches live on the Internet.

“We are not advertising on SET Max during the IPL. But we continuously evaluate brand association opportunities with various properties in line with our strategic marketing objectives,” said Sanjay Behl, group head — brand and marketing, Reliance Communications.

One such property, he said, could be YouTube that has already roped in HSBC, Hewlett Packard, Coca-Cola, Samsung and Bharti Airtel as sponsors.

Last year, R-ADAG’s direct-to-home arm Big TV walked out of its ground sponsorship deal with IPL after SET Max had signed an exclusive on-air deal for DTH brand with Bharti Airtel.

The Board of Control for Cricket in India, which owns IPL, had then blamed SET Max for not offering the first right of refusal to Big TV and had sought compensation from the channel.

While BCCI and SET Max got embroiled in a legal tussle, the issue became so controversial that it is believed that then CEO of MultiScreen Media (owners of SET Max) Kunal Dasgupta quit the firm due to this.

There is a huge rush for advertisement spots on SET Max this year, which is now almost sold out and the ongoing rate is a record Rs 5.5 lakh per 10 seconds.

Source: The Economic Times

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#2
Huge revenue driving in for Set Max, ADAG should amicably settle and place ads on Set Max although the move of placing ads on other brands such as google, youtube can be other added areas of promotion primarily TV media captures high audience as TRP soars during cricket seasons.
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