t's not just the 16 teams that are gearing up for the ICC Cricket World Cup (CWC) 2007 that kicks off on March 13 in West Indies. Brands and media companies too are riding high on the euphoria.

Sony, which along with Doordarshan has the telecast rights for the 51 matches, spanning over 40 days in India, is in the thick of action, and has approximately 51 hours of advertising available on its three channels - MAX, SAB and PIX. And that does not include the hours available on Doordarshan (DD), which would be showing 16 games. Nimbus Communications is the exclusive broadcast airtime and sponsorship sales agency for all ICC events in India. While it has sold the marketing rights for C&S; to MAX, it'll handle DD on its own.... more