ICC intent on telecasts being 'less commercial'

Taking a strong stand with regard to on-screen advertisements, the International Cricket Council has expressed its desire to clean up television coverage of cricket matches.

Jamie Stewart, the global sponsorship manager of the ICC, said that pop-up advertisements during the course of the match had to stop. "You have seen the way on-screen ads were extensively used during the recent Asia Cup. That is not a good package for the viewers."

He added that that the ICC was making a serious effort to make cricket telecast "much less commercial. You will see the difference during the Champions Trophy that will be played in England in a fortnight."

Stewart was in India to launch tenders for the broadcasting rights and various other sponsorship rights for the ICC Super Series cricket tournament, which will be held in Australia, in October 2005. The series will be contested between the top team on the ICC Test and ODI rankings, as on April 2005 and a select World XI.

The series will include a one off Test (a six-day match) and three one-dayers and will be played between October 5 and 18.