India-Pakistan cricket game generates top dollars , ESPN 1.8 and 2 million

MUMBAI: The cricket semifinal between old rivals India and Pakistan on Wednesday, is not only electrifying cricket fans in both countries, it is also expected to generate profits from advertising and big windfall for d ' other industries, from makers of high-definition television in the hotel.

Cricket may already immensely popular in India, but this time, the public interest is even higher than normal - and thus advertising rates, according to industry sources.

The governments of the two nuclear rivals have even used the occasion to revive the peace talks for the first time since the attacks in Bombay 2008. It was only the fifth World Cup meeting between the two since the International Cricket Council, it launched in 1972, the last being in 2007.

"There is always an increase during the cricket season, more so for the World Cup," said Amit Ahira, an analyst of media and entertainment with Alchemy Share & Brokers. "But this time, with India moving to the semifinals and play Pakistan, there was an even stronger increase ad rates for Wednesday's game."

ESPN Star Sports, which bought the rights to broadcast official ICC for nearly $ 2 billion, increased its rates for ads of 10 seconds in Wednesday's game more than fivefold between 1.8 and 2 million rupees million rupees ($ 40,000 to $ 45,000), according to ad industry sources.

"It is higher than it has ever been in my career," said Jai Lala, principal partner at Mindshare Advertising, which has been in business for 15 years Indian ad.

ESPN Star Sports holds the broadcasting rights in over 220 countries.