PB shows rate card to channels: Footage to cost Rs 6,000 per min

Its CEO K S Sarma faxed letters to all broadcasters today to caution them against using the feed without permission. Sarma said he’d learnt from the Olympic experience when 11 channels showed major sports events without acknowledging the rights holder. ‘‘We calculated a bill of Rs 90 lakh then and have asked the channels to pay up. Hence the precaution taken now’’, Sarma said. If broadcasters fault, they may be asked to pay double the price on offer now, adds Sarma.

Says the fax shot off by Sarma, ‘‘a broadcaster may utilise match sound bites (sic) not exceeding 20 seconds in news bulletins, free of cost, subject to the secondage utilised not exceeding 1 minute per day. Also, such programmes shall not be positioned or promoted as cricket match programmes.

‘‘The broadcasters have been asked to ensure that no advertising or other message is placed before, during or after the broadcast of sound bites in any manner whatsoever.’’

Further, the fax states, ‘‘no other organisation has the right to broadcast sound bites in respect of any event, including sporting actions, opening, closing and prize distribution, presentation ceremony or other activities which occur at match venues.’’

The Corporation is pegging its advertising rates at a little less that Rs 4.75 lakh for a 10-second commercial and plans to rake in close to Rs 200 croes from the entire series. The main sponsors Pepsi, BSNL and TVS have paid up Rs 7 crore each while associate sponsors Hyundai, LG, Indian Oil, Perfetti and Hindustan Levers have coughed up Rs 4.50 crores.