Mumbai: After Abhinav Bindra's historic gold medal win at the Beijing Olympics, one would expect official broadcaster Doordarshan (DD) to make the most of it.
But that's clearly not the case at least for now. Having clocked ratings of 0.4 for the opening ceremony DD has fallen short of marketing the Olympics completely.
With advertising packages ranging between Rs 35,000 to Rs 60,000 and spot buys going for as little as Rs 10,000 , the Olympics are a far cry compared to even a Test match where a presenting sponsor pays around Rs 5-6 crore.
Not surprisingly India's first-ever gold win, say media planners, has helped news channels more than DD.
"I hope DD would have been a little more marketing savvy and they would have actually done something to bank on it. For example on IPL or any other cricket tournament on Sony or some other channel you can see the minute interest level goes up, the prices go up," Nandini Dias, COO, Lodestar Universal, says.
Media planners say that they are still wary of getting advertisers onto DD. Although DD officials say that they have seen a spurt in interest after Monday's win.
But the broadcaster says it's not hiking ad rates at least for now.
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