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T20 World Cup: ESS sees revenue upswing
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NEW DELHI: ESPN Star Sports Tuesday said it has written 80 per cent more advertising revenue for the ICC World Twenty20 matches as compared to the last edition in 2007, with 10 sponsors and an additional 20 corporates for spot-buys on live as well as pre-post programming.

The co-presenters of the event are Reliance, Pepsi-Cola, and Hero Honda while the associate sponsors are HP, Maruti, Max New York Life Insurance, Perfetti, Nokia, Adani, and Visa.

ESPN Star Sports has reached an agreement with Doordarshan to telecast live on the national channel all the ICC World Twenty20 matches featuring India, the two semi-finals on 18 and 19 June, and the final on 21 June.

Doordarshan will do its own marketing for the telecasts on its channel, sources in Prasar Bharati said.

The Twenty20 event, which kicks off in the United Kingdom on 5 June, will be viewed on Star Cricket and the telecast reach out to as many as 216 countries through syndication deals with multiple broadcasters.

The matches will be telecast on high definition for the first time, said ESPN Software India managing director RC Venkateish, while refusing to divulge the budgetary implications on grounds of company policy.


Earlier at a press meet where the ICC T20 Trophy was displayed, Venkateish said the sports broadcaster has lined-up many interesting on-air initiatives to make the telecast entertaining and engaging. He said ten preparatory matches including two featuring India (against New Zealand and Pakistan) will also be telecast.

The broadcaster will also showcase live semi-finals and finals of the ICC Women’s World Twenty20 2009. The high definition telecast will feature 13 cricketing legends and expert commentators for all the matches.

The sports broadcaster has ensured that the commentary panel has representation from almost all the cricket playing countries so that the viewers can get a flavour of each team to showcase their talent on the big stage. The ESPN Star Sports commentary panel will include stars like Wasim Akram, Sanjay Manjrekar, Alan Wilkins, Harsha Bhogle, Nasser Hussain, David Lloyd, Ian Chappell, Simon Doull, Kepler Wessels, Ian Bishop, Ranil Abeynayake, Athar Ali Khan and Jeremy Coney.


ESPN Star Sports will do extensive programming in and around the live telecast. All matches will have detailed pre and post match shows titled ‘Cricket Extra’. These shows will be hosted by Bhogle and Manjrekar from the venue itself. In addition, there is an interactive cricket based quiz, ‘Stumped’. This is first time that a live interactive quiz show is being telecast.

The ICC World Twenty20 will be broadcast by ESPN Star Sports as a part of its eight-year agreement with ICC.
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