Indian medal tally boosts Doordarshan income

NEW DELHI - India’s glowing medal tally in the Commonwealth Games is boosting public broadcaster Doordarshan’s earnings, with mounting viewership leading to more advertisements, officials said Monday.

“With India’s medal tally increasing by the day, viewership has definitely increased… That’s why corporates are now keen to book slots for advertisements during the matches,” a Doordarshan official said.

Doordarshan’s initial assessment based on estimates of audience measurement agencies had put the number of homes in India that watched the opening ceremony Oct 3 at over 87 million.

India is second in the medal tally with 29 gold, 22 silver and 23 bronze medals.

Doordarshan’s advertisement revenues had so far been poor. Its original revenue forecast of around $40 million was revised down to $20 million.

To make up for the deficit, the Indian government had asked public sector units to book ad spots. But the picture is changing now.

With increasing viewership, the spot buy rates have now been hiked from Rs.90,000 ($2,040) to Rs.250,000 ($5,660) for a 10-second slot.

The Commonwealth Games Village newspaper quotes some corporate houses as saying that they are looking forward to advertise on Doordarshan.

“We cannot do anything now in terms of sponsorships and other ground activities during the Games. But what we can do is take up ad spots and place advertisements since the TRP is increasing,” said Anirush Dhoot, Videocon Industries director (Sales and Marketing).

Pepsico executive vice president Sandeep Arora said: “We are evaluating opportunities as to what a brand like us, which is not a sponsor, can do during the Games.”