Sony bags World Cup TV rights

new delhi: sony entertainment television on friday said that it was in advanced talks with global cricket corporation and world sport nimbus for indian television rights of icc cricket world cups in 2003 (south africa) and 2007 (west indies) and icc cricket championships. however, sources close to the deal said that sony entertainment television has bagged both the satellite and terrestrial telecast rights, piping to the post espn star sports and prasar bharati.sony entertainment, when contacted, refused to give details of the six-year broadcast deal and said that a formal announcement would be made early next month. global cricket corporation, joint venture between world sports group, rupert murdoch and mumbai-based nimbus communication, had bagged the telecast and production rights of the two world cups and a host of icc tournaments for $650 million from international cricket council in 2000. sony's bagging the cricket telecast rights would come as short-in-the-arm for the channel's ambition to start a full-fledged sports channel. sony present has set max that doles out a mix of movies, events and cricket. some media watchers feel that with over 300 international cricket matches in its kitty, sony may be tempted to launch a direct-to-home platform by early next year. it 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. with sony having bagged the tv rights, the focus would now shift to the radio broadcast right. media watchers feel that with opening of the fm radio sector to the private sector, the radio rights would see keen competition. "the fledgling private players are expected to fight for the radio rights upping the bids in the process," noted a media planner. till the last world cup, all india radio used to bag the radio rights. however, this time, industry sources indicated that at least five players are in the fray. with competition intensifying, the fm and am rights may even be given out separately, sources indicated. regional language feeds could also be experimented with. media planners note that cricket could become a driver for the fledgling private radio players. the medium currently attracts just around 2 per cent of the total advertising revenue. "but cricket can give the necessary boost to radio to attract advertisers and audience," said mumbai-based media planner. industry sources indicated that radio and internet rights are expected to completed by early next month.