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STAR bowls out SONY in IPL 6

New Delhi, Mar 28 () : IPL 6 new sponsor is creating anxiety for the telecast rights owner Set Max and Sony Six.

The latest addition to IPL6 associate sponsor is STAR India. It will join Yes Bank and Videocon to partner with the T20 cricket matches, while PepsiCo is the title sponsor.

Multi Screen Media (MSM), which operates Sony Entertainment channel, besides SET Max and Sony SIX, is stumped with its rival joining the IPL 6 bandwagon. Sony’s channels competes with Star network and STAR Plus, which is the number one in the Hindi general entertainment channel (GEC) section.

As per terms of associate sponsorship, STAR has to pay Rs 30 crore, and would give the STAR brand prominence during telecast of the matches on Sony’s two of MSM’s channels. STAR logo will also be boldly displayed on ground presence, and Sony cannot black out the competitor’s logo.

The Board of Control for Cricket in India (BCCI), maintains, MSM need not be worried as the matches would be telecast on SET Max and SIX which is not rival to STAR Plus. Sony is not bothered about STAR Plus but that it had been building business based on sports and now STAR entering this segment potentially could enter with STAR Sports channel.

STAR Life OK channel was the sponsor of Chennai Super Kings and now the associate sponsor. Though BCCI maintains that SONY and STAR can co-exist in the IPL 6 platform, the former is not going to take it lightly with this googly from STAR. IPL 6 teams are under strain after Sri Lankan players are not to play in ten Chennai matches.

Sony has paid Rs 8,200 crore for telecast rights for IPL 2 to IPL 10 and Rs 425 crore to BCCI, which had earlier agreed d to pay World Sports group, the Mauritius-based Group which held the rights. After having this huge amount, entry of rival STAR would create a friction with BCCI. The matches start on April 3.