A report in a certain newspaper after an interview with Mr. Nushad Perera, General Manager Sales and Marketing of Dialog Telekom contained the following statement made by him, “More than half of our growth is due to the World Cup, because the normal terrestrial channels only telecast five balls per over at most, due to advertisements or crawlers appearing on the television screen, but Dialog TV has a direct feed from the ground without any such advertisements except when the teams stop for tea or lunch and our customers are aware of this,”.
From our point of view it seems that he implies that there are no commercials in between overs and also no crawlers on the screen during matches(Our apologies to Mr. Nushad if we have misinterpreted his statement). Dedicated sports channels such as ESPN and Star Sports too carry out advertising in between overs but they do it carefully and without interrupting the action that is being played out on the ground. So like we said earlier we are not sure of what he meant but it is our opinion that SET Max will carry out advertising in between overs and will have a few crawlers but it will be certainly very much less than what will be on local fta television, but it will be great if there are no advertisement breaks or no crawlers but it is highly likely that they will be there and 99% of the time we expect six balls per over.
The 99% is due to the fact that there will be human error in the operation and also Sony in this region is not a full time sports broadcaster and we are not sure whether their less sports oriented station operators can achieve 6 balls per over for a 50 over match without a single mistake. However we are sure that they will strive hard to achieve this goal. Anyone who watched the ICC Nations Trophy on Sony Max via Dish TV or Tata SKY will be able to confirm whether they were able to broadcast all six balls of a over for the whole match and achieving a 100% interruption less broadcast. Was it a case of no advertisements in between overs and no interrupting crawlers on screen? Your comments on this will be very helpful? Maybe they do this only for World Cup matches and we will all find out tomorrow when the first match finally gets underway.
Our apologies once again to Mr. Nushad if we have misinterpreted his comments on the newspaper and it would be a real treat for Dialog TV subscribers if there are no advertisements in between overs and they are restricted to only the tea and lunch breaks.