Doordarshan hits the jackpot

Happy days are here again for Doordarshan. They have sold out all advertising inventory for the forthcoming triangular one-day series between India, Australia and New Zealand. They have sold out to the extent of 88 crore rupees (US$ 19 million approx), beating their previous high of 53 crores for the West Indies series.

Doordarshan, who will broadcast all seven one-dayers and three Tests, have said that 27 crores (US$ 6 million approx) came from sponsors of the series. Pepsi, Hindustan Lever Limited and Hero Honda have contributed four crores each, while co-sponsors Maruti, Perfetti, LG, Castrol and Pidilite have chipped in with three crores apiece.

The triangular series has attracted 54 advertisers in all. For many of these sponsors, this series marks the first time they've advertised on Doordarshan. These include ITC, Pfizer, Adidas, Nippo Batteries, Asahi Floats, Birla SunLife Insurance, Visa International, Ambuja Cement, General Motors, Club HP, Godefrey Phillips, Pizza Hut and Playwin.

Doordarshan, who sell 10-second spots for Rupees 75000, added that they had to turn away many advertisers as they were fully sold out in advance.