advertisement
The Board of Control for Cricket in India (BCCI) has received a request from host broadcasters Star wherein they want to show political advertisements during the 12th edition of the Indian Premier League, starting 23 March.
While the Media Rights Agreement (MRA) between BCCI and Star clearly states that there is no place for political/religious advertisements, the SC-appointed Committee of Administrators (CoA) is set to discuss the matter on Monday, 18 March.
A senior BCCI official said that this was an area that needed to be treaded upon with utter caution because the board has never mixed cricket and politics.
“Let it be confirmed first whether such a move is indeed being made since I have known the people at Star and I personally do not think they would be this foolhardy, unless of course they either feel that they could get their way with the help of those seeking political postings once their innings in the BCCI gets over or they are under some pressure,” the source added.
But a senior official at Star India said that while the agreement says otherwise, the broadcasters cannot ‘say no’ to someone looking to buy spots and must reach out to the board.
“Yes, there has been an approach, despite the MRA stating that we cannot put any political/religious advertisement during the matches. The way it works is that we are a broadcaster and any advertiser in this country has the right to reach out to us and wish to buy spots/sponsorships. We cannot just turn them away. So, if a political party approaches us, we are obliged to seek permission,” the official explained.
“Say, if OPPO comes to us even though VIVO is the title sponsor. We have to offer the same deal to VIVO, but we cannot turn OPPO down. The media team or agency of a political party can say we are interested to advertise during the IPL and you cannot say no, although we have communicated that we aren't allowed to under the current MRA. But you know how it is. They will put pressure on you to at least seek permission and that is what has been done. We are now waiting for BCCI's decision,” he added.
A senior board functionary refused to buy Star's ‘obliged to seek permission’ approach and said there was more to this than meets the eye.
Another former office bearer said that the OPPO and VIVO example doesn't hold ground. “The OPPO and VIVO example doesn't hold any water whatsoever. Is there any specific bar under the agreement that specifically prohibits advertising of companies that manufacture cell phones?” he enquired.
(At The Quint, we question everything. Play an active role in shaping our journalism by becoming a member today.)