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Sony on course to reap Rs 4 bn from IPL
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MUMBAI: Sony Entertainment Television India (now known as Multi Screen Media) may well be on course to earn over Rs 4 billion from the Indian Premier League (IPL) as it has managed to sell the remaining portion of its inventory at double its earlier rates.


According to Multi Screen Media president network sales, licensing, telephony Rohit Gupta, only 10-15 per cent of the inventory was left which is why the channel was able to sell at a premium. "We got between Rs 800,000 to Rs one million for a 10-second spot," Gupta claims.


Sony had earlier said that it was selling at Rs 400,000 per 10-second spot on Max, the official broadcaster of the IPL.


Though the ratings have shrank in the second edition of the IPL, Gupta expresses satisfaction with the viewership the event has been able to record so far.

"There was a slight dip in the ratings. That was because more matches had to be held early in the evening compared with last time. This was due to the fact that the event is being held over five weeks this time as opposed to six weeks in the first edition. However the primetime ratings were not affected. Next year when the event returns to India it will be a far bigger affair," says Gupta.
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