Sony Bags World Cup TV Rights

Confirming the biggest telecast rights coup, Sony Entertainment Television on Thursday announced it had bagged the satellite and cable rights for five years of international cricket in a $275-million deal.

The rights includes 315 one-day matches, including two ICC World Cups (South Africa 2003 and West Indies 2007) and ICC Cricket Championships.

Though Sony executives did not confirm the price at which the rights were acquired, sources close to the deal indicated that the company would be paying between $250m and $275m for the satellite rights.

However, Indian state broadcaster Doordarshan has acquired limited terrestrial telecast rights for the two World Cups in the matches where India feature, apart from the two semi-finals and the finals.

Kunal Dasgupta, chief executive officer, Sony Entertaiment Television said that the matches would be on view on Set Max, that presently doles out a mix of movies, events and cricket.

Sony's bagging the cricket telecast rights comes as at a time when it is in the process of setting up a distribution platform along with Discovery.

Some media watchers feel that with over 300 international cricket matches in its kitty, Sony may also strike deals for language audio feeds with regional channels. Cricket has been a money-spinner for television companies.

For instance, the last World Cup in 1999, played in England, is estimated to have generated advertising revenue in the region of around Rs 200 crore.

Media planners expect the next world cup (2003) to generate advertising revenue in the region of Rs 350 crore ? Rs 400 crore. Companies such as Pepsi, LG and Hero Honda have already associated themselves as prime promoters of the next World Cup in South Africa.

The World Cup 2003 -- a 44-day event -- would kick off in February with 54 matches and 14 countries in the fray.

It is not yet clear how the Sony deal affects coverage in North America, which is now handled through EchoStar's DishNetwork.

* SOURCE: Economic Times of India.