IPL Media Rights: BCCI’s first sale of television rights was done for this amount
With BCCI earning a hefty sum for the sale of IPL media rights for the next 5 year cycle, it is important to go back to the story when the board first sold the television rights. When India toured South Africa in 1991–92, their first tour since their suspension from the game in 1970 due to the apartheid policy, it was decided that both teams would play 3 ODIs in Calcutta, Delhi. and Gwalior. Amrit Mathur, who was the management of the Indian cricket team at the time, narrated an insightful story to cricket host Gaurav Kapoor on his podcast 22 Yarns. The story marks the first broadcast rights sale by the BCCI to the national broadcaster of South Africa.
What’s the Story?
As South Africa signed on to tour India, he called Mathur to confirm the price of the broadcast rights. At that time no one in the BCCI was used for the sale or purchase of broadcasting rights. Doordarshan used to be the national broadcaster of cricket matches in India and there was no sale of their rights. Dealing with DD was very easy. Mathur told Mathur on the podcast that all the advertising profits went to him while the BCCI used to earn from on-site advertising and ticketing, that is, the profit from ticket sales and on-ground advertising went to the BCCI.
Viacom18 bagged the digital rights with a winning bid of Rs 23,758 crore. India has witnessed a digital revolution and there are endless possibilities in this field. The digital landscape has changed the way cricket is viewed. This has been a big factor in the growth of the game and the Digital India vision. — jay shah (@JayShah) June 14, 2022
“We didn’t even know that these matches were our property. When South Africa asked for the price, we found out that the property was ours. We didn’t know at what price to bid, so I called Doordarshan, Who told me ask for $10,000 per match.
“I then asked some seniors on the board, they told me that ($10,000) looks a bit low, ask for $25,000 per game. I still kept quiet because if it was the price right I didn’t. I’m not fooled about it Wanted to be seen. In front of them. When the date was near, Ali Bakker of the South African Cricket Board asked to send the price quickly. I asked him what you think could be the right price. He said hesitantly ‘Is $30,000 enough’ Will you?’ And the deal eventually closed for $40,000.” It is around Rs 31 lakh in today’s price.
When the final match took place in Delhi, Mr. Baker came and handed Mr. Madhavrao Scindia a check for $120,000. This was the first sale of television rights for a game in India.”
Cut to 2022, and BCCI just sold the TV rights to IPL for Rs 23,575 crore, while the digital rights went for Rs 23,758 crore. In all, the broadcasters will collectively pay Rs 118.02 crore per match to the BCCI for the next five-year cycle. How times are changing for cricket in India.