The Indian Premier League faces a test of its popularity as
the fifth edition of the money-spinning Twenty20 event gets under way this week
amid concern about cricket fatigue among viewers. The IPL, which began in 2008
as a high-octane mix of glamour, entertainment, rich purses for
players and the excitement of slam-bang cricket, has had a
difficult ride over the past four years.
It has been hit by infighting, problems with teams, criminal
investigations and corruption allegations.
Fresh doubts have been raised after a fall in viewership
figures last year and a reported decline in sponsor interest, with the
tournament coming soon after the Asia Cup in Bangladesh
and India's tour of Australia.
"By the time this one ends, all doubts will be put to
rest," IPL chief Rajiv Shukla told AFP. "The excitement is building
up nicely. We in the BCCI (Board of Control for Cricket in India) are not
worried at all."
The IPL, which features world stars playing for rich
franchise owners, is being investigated by government agencies for alleged
fraud and foreign exchange violations.
Its founder Lalit Modi, who was suspended from the
league in 2010, is holed up in London
as he faces Indian government and BCCI charges of misappropriation of funds.
Among the 10 IPL teams, Kochi have been thrown out for
non-payment of fees, while the Rajasthan Royals and Kings XI Punjab face
arbitration in cases filed by the BCCIThe owners too are feeling the pinch.
Pune, owned by the Sahara group, want their
franchise fees of a whopping $370 million reduced. The Rajasthan Royals are in
talks to sell a majority stake.
As viewership declined last year, when the event started
just after India won the World Cup at home, some sponsors chose to turn their
back on what was once considered a safe bet for advertisers.
Business newspapers have reported that at least three regular
advertisers -- Parle, LG Electronics and Godrej -- have backed out from the IPL
this year.
"Advertisers are starting to look at other
options," said Alok Bharadwaj of Japanese electronics group Canon, which
has decided to cut down its advertising spend in the tournament by 80
percent."Each year the rates have gone up by 15-20% and the returns are
not directly proportionate," Bharadwaj told the media.
The Champions League Twenty20, an offshoot of the IPL that
involves leading domestic teams from around the world, lost its title sponsors,
AirTel, after just one year due to lack of interest among fans.Former
first-class cricketer Shishir Hattangadi, who once worked on the team
management of Sachin Tendulkar-led Mumbai Indians, said the IPL was suffering
from a poor long-term development plan."It was inevitable," he said.
"Team compositions change every year which has confused the loyal fan.
There is also the fatigue factor of watching too much
cricket."The 76-match tournament from April 4 to May 27 has the nine teams
playing each other on a home and away basis before a four-game play-off.The
International Cricket Council has refused to carve out a window for the IPL in
its calendar, so bilateral tours will restrict the top world stars from playing
in the entire tournament.England's Kevin Pietersen will not be available for
more than a month, and leading Australians will be available only after their
tour of the West Indies ends on April 27.Pakistani players, who are usually a
major draw in India, have been kept out of the tournament since the second
edition, reportedly due to security fears.