DD signs pact with TWI

NEW DELHI, FEB. 19. Doordarshan's money-spinning spree over international cricket coverage in India came to a climax today with the public broadcaster signing $43.75 million (about Rs. 190 crore) pact with Transworld International-Stracon combine for global marketing rights covering four-and-a-half years.

The agreement will allow the U.S.-based production house and its Indian partner to sell the international cricket played in India across the globe to TV networks (not airing signals in India).

`DD's highest ever deal: Prasar Bharati CEO

The latest agreement with the Transworld International on cricket coverage, has assured Doordarshan a total revenue of Rs. 650 crore till September 2004. Doordarshan will spend Rs 18.44 crore towards production cost over next two years.

The agreement was signed by the Prasar Bharati CEO, Mr. Rajeeva Ratna Shah and the TWI representative, Mr. Jeremy Coles.

``The agreement with TWI is highest ever deal reached for global marketing by Doordarshan,'' Mr. Shah told presspersons soon after handshakes were exchanged at his Mandi House office.

Mr. Shah said Internet rights have been kept separate and Prasar Bharati wanted it to be sold on non-exlcusive basis to ``anyone who wishes to put cricket live on his Website' for a fixed amount.

``We have four-and-half years of cricket left and we hope at least nine series will be played during this period,'' Mr. Shah said. ``We expect major cricketing nations to come here and play.''

Mr. Shah said with these agreements DD, which signed a five- year (1999-2004) cricket Telecast deal with the cricket board last year for Rs. 228.50 crore, will be able to increase its revenue and image in domestic and global market.

``We want to generate profit through cricket telecast and with these deals we hope to make DD sports channel self-sufficient,'' he said.

Doordarshan had on Wednesday signed a two-year production agreement with Australia's sports television major channel 9 for a lucrative sum of Rs. 18.44 crore.

The India-South Africa series begins with the first test starting in Mumbai on February 24.

- PTI

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