Is the brand Indian Premier League, as far as its outreach in the media is concerned, is on shaky grounds? The recent developments indeed point to this fact. It was seen as one property in media, which was sailing against the wind and scaling one height after the other. There was also the feeling that IPL as a brand had turned out to be gold mine for Multi Screen Media that airs channels like Sony Entertainment Television, Max, SAB and Pix, had hit a gold pot with the property. The second season, does not appear to be that hunky dory however.

Before the beginning of the season, Indian Premier League had to face several roadblocks, including a sponsorship issue with Big TV in the picture. A controversy has already been brewing between Reliance and MSM, after the last ICC World Cup. Big TV felt that BCCI had not been fair to it. Now, it is learnt that Big TV has backed out from the deal completely. In the process, it has left an open ground for Airtel and an excuse for the Board of Control for Cricket in India (BCCI) to hold Multi Screen Media (MSM) responsible for the loss of sizeable monies.

It has been gathered that the BCCI has asked MSM to compensate for the losses it may suffer, and if it was not done then BCCI, may reconsider its relations with the network in regards to the IPL. In layman terms what it means that there is a distinct possibility that none of the channels in the bouquet of MSM may be able to telecast IPL Season 2 and it would mean that the balance sheet of MSM would take a major hit, which would not be palatable for MSM's CEO Kunal Dasgupta.

It may be fallout of the changed market conditions on account of which major sponsors may not be agreeable to commit themselves on the same terms and conditions as they did in the first season of Indian Premier League.

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3.25 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."

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