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Kathmandu Wednesday February 27, 2002 Falgun 15, 2058.
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Fans, businesses await World Cup bonanza
But live telecast still in doubt
By Suman Malla
KATHMANDU, Feb 26 : It always breaks all the viewing records.
When it comes to TV viewing, nothing matches the World Cup – arguably the most
popular single sporting event to be ever devised by mankind. No other emotion is shared at
the same time by so many men and women as a goal missed or scored in any World Cup tie.
In fact, for those passionately involved, the four-year wait
between one World Cup and the next is simply unbearable. The excitement, especially for
the Asian fans, could not have been higher as the month-long football fiesta is being held
for the first time on Asian soil and co-hosted by two nations – Korea and Japan.
Apart from some 3 million enthusiasts, who would flock on to
the two hosting countries and criss-cross between the cities there, it is expected that a
cumulative TV audience in the region of 40 billion would tune in to this event. No wonder
then, everyone wants to share the show at home at least if not feel the heat in soccer
stadiums at first place.
With just over 90 days left for the kick off of the 17th
World Cup, fans here, however, are concerned as to whether they could watch the matches
live. For they have not so far heard any news about live telecast of 2002 World Cup
matches from Nepal Television (NTV), the state-run TV station that brought the last four
World Cup tournaments live to their home.
"Nothing would be more embarrassing than to miss out
live World Cup matches," says Nepali FIFA referee Shree Ram Ranjitkar, an arduous
football follower. "I simply can’t imagine that." The fear haunts just
about everyone.
NTV has its own limitations, though. "We understand the
importance of this event and the value attached to it," said Durga Nath Sharma,
General Manager at NTV.
Kirch Media, a company owned by German media mogul Leo Kirch,
officially holds the global marketing rights for 2002 and 2006 World Cup tournaments. The
company demanded a reported US$ 100,000 with NTV for the broadcasting right alone.
"That was several fold higher as compared to what we
previously paid for the 1998 World Cup," Sharma noted. "Besides, the Ministry of
Health provided NTV with a special grant amounting to Rs. 2 million then from its cancer
relief fund, enabling us to meet the cost.
"As we do not have such support this time around, our
resources could not match that amount."
Does that mean Nepali public should put their interests aside
and meet with their worst nightmare?
"Absolutely not," says Bhaskar Rajkarnikar,
Chairman and CEO of Ad Avenues Nepal Ltd, giving assurance that the World Cup would be
telecast live as it has been done since last 2-3 tournaments.
Ad Avenues has bought the exclusive rights from Kirch Media
to broadcast 2002 World Cup matches in the kingdom. Naturally, such ambitions come at a
cost: Rs 20.5 million, including technical and other overhead expenses.
Where the state-owned TV station stepped back, apparently
with a fear of the risk attached to it, one might ask if this bold undertaking from the
private sector would work, especially at the time of economic downturn.
But the company holds a firm belief in itself.
"We’re very much positive that it would be a success," Rajkarnikar says
confidently.
Rajkarnikar, who also heads the Association of Advertising
Agents in Nepal (AAAN), insists that each time this quadrennial event takes place,
companies hop on the football bandwagon in a hope that such spirit can be transformed into
a spike in the one thing marketing professionals get passionate about: sales.
That seems to have worked here as well.
"We are hopeful the World Cup’s first trip to Asian
soil will help football move out of the playground and bring in its wake a big
business," says a manager at one of the country’s liquor companies. "It
could also be a great occasion for the government to collect big revenue if it perceives
the importance of the event."
It might be a few days before the public learns the local
time for telecast as Ad Avenues is yet to strike deal with a TV channel.
"We are ready to air with preliminary World Cup
package," Rajkarnikar said. "We are waiting for NTV, who are unfortunately
acting laggard."
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