IPL seeks clarification from Multiscreen for DTH on-air deal

The Indian Premier League (IPL) has sought clarification from Sony on the alleged violation of the first rights for on-air sponsorship to Reliance ADA Group firm BIG TV following the exit of the DTH player from the IPL.

"They (Big TV) have sent us a letter pointing out that there is a violation of their first right of on-air sponsorship. We have asked Sony for a clarification," IPL Chief Executive Officer Sundar Raman told PTI.

BIG TV is understood to have written to the IPL conveying its decision to withdraw from T20 league deal citing discrimination in pricing by Sony.

When contacted Multiscreen Media (erstwhile Sony Entertainment Television) President Network Sales Rohit Gupta refused to comment saying, "It is (a matter) between us and IPL."

Big TV had bagged the exclusive DTH partnership for IPL in August last year from the BCCI. Under the partnership, Big TV was a ground sponsor, meaning it would be allowed to advertise only on ground.

Unlike last year, Sony did not offer any category exclusive on-air rights to advertisers for the new IPL season and Airtel DTH was awarded the IPL broadcast on-air sponsorship.