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Message: <blockquote data-quote="gamiya" data-source="post: 3851357" data-attributes="member: 85655">NEW DELHI: Harish Thawani-promoted Nimbus Sports International, which won the commercial and worldwide television broadcast rights for the upcoming India-Sri Lanka series on Wednesday, has begun hard-selling the series in a challenging market. Nimbus is learnt to have paid Rs 45 crore for the rights, and the telecast of the five one-dayers and a T20 game will be on Neo Cricket. Said Neo Sports Broadcast CEO Harish Thawani: "We hope our key advertisers from the two abandoned India-England one-dayers will continue with us." The broadcaster has floated spot rates of Rs 2.25-2.5 lakh per 10 seconds for the one-dayers and Rs 3.5-4 lakh for the T20 match. That's on par with what Neo Cricket had charged — Rs 2.5-2.75 lakh for the India-England one-dayers last year. But media buyers believe Nimbus may have overpaid for the rights not only because it will have a tough time recovering advertising costs when advertisers have committed money elsewhere but also because the broadcaster has very limited time to sell the event. Nimbus is learnt to have offered to pay in instalments within a stipulated time, similar to the previous deals with the Board of Control for Cricket in India (BCCI). Said Lintas Media Group COO and president Sudha Natarajan: "This is a bad time for a cricketing property. It will be a real challenge for the channel to sell inventory and make money." But Lodestar Universal CEO Shashi Sinha said the timing of the series is such that there are no other big properties. So, auto advertisers Mahindra & Mahindra, who have planned launches and need reach and visibility, will buy the property. The bilateral series includes five one-day internationals (ODI)s and one T20 match. It is scheduled to be held between January 28 and February 10. Other contenders for the rights included Zee Group-Ten Sports and the Sony World Sports Group (WSG) combine. ESPN Star Sports did not bid, but only put in an expression of interest to acquire the international rights. The Sri Lanka Cricket (SLC) board had called for bids last week. The bids include rights for international television, radio, mobile, internet and sponsorship. There is speculation that the SLC board is targeting $12-13 million from the sale of the broadcast rights, but this could not be independently confirmed. The series is being held in place of the India-Pakistan tournament which got cancelled because of the Mumbai attacks.source: <a href="http://economictimes.indiatimes.com" target="_blank">http://economictimes.indiatimes.com</a></blockquote>

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