DD cuts ad revenue target to Rs. 100 crores during CWG; faces competition from India-Australia Test Series

Already fighting with the shortage of advertisers during the telecast of Commonwealth games, the national broadcaster DoorDarshan is set to suffer from upcoming India-Australia Test Cricket Series as the prominent advertisers are heading towards Neo Sports, the official broadcaster of the Test Series.

The proposed Indian-Australia Cricket Series is slated to start from 1st of October, which is just 2 days earlier the CWG. Being a cricket fanatic nation, the much awaited series is expected to fascinate more viewers than the CWG.

In such scenario, where Neo Sports has set the advertising revenue target of Rs. 200 crores during the Series, DD has disappointingly curb down its targeted ad revenue to Rs. 100 crores only.

The pubcaster DD felt compelled to slash down its ad revenue estimate to Rs. 100 crores from earlier expected Rs. 200 crores because of changing circumstances, criticism and advertisers pulling the investments back from CWG.

Actually, DD holds all its revenue expectations from PSUs (Public Service Unit). The government last week directed Public Oil Companies to buy an advertisement space of Rs. 10 crores each during the Commonwealth Games.

However, justifying DD’s position Aruna Sharma (Director General, Doordarshan) said, “We are on the right trackand will able to provide all details by the end of this month.”

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