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ESPN Star Sports who is the official broadcaster of the Indo Pak Series is known to have set high ad rates to reach the ambitious target of Rs 1.6 billion ad revenue from the series.

According to ESS the entire ad spot for the series have also been sold. It has also been known that ESPN Star has asked for over Rs 8 lakh for a 10-second spot, which is way above the average rates and even higher than that of IPL which is at about Rs 5 lakh for a 10-second spot.

ESS is known to have been eyeing eight sponsors including two co-presenting and six associate sponsors. ESPN Software India MD Aloke Malik said it has already got one sponsor on board for the series which will be held from 25 December to 6 January.

A senior ESS official asserted that the company was in the process of finalizing deals and by next week it would be able to bring few of them on board. The official said that apart from big spenders they would also have about 20-30 per cent of first time advertisers who are willing to invest for the big bang series.

However such high rates have been creating a crunch on the advertisers pocket and gaining criticism to the ad rates fixed at by the broadcaster.

Further according to a report in PTI, the broadcaster is seeking to widen the viewer base by aggressively focusing on hindi commentary and roping in the likes of Kapil Dev, Navjot Singh Sidhu and Ramiz Raja for the ongoing series. It will also be providing simultaneous telecast of India’s future home matches in Hindi and English on its different channels.