The camera focuses on a mock-up of a Daikin air-conditioner just beyond the boundary rope for many, many seconds. That’s okay, we’re used to the commercial realities of live sports broadcasts – cameras focusing on the signage on the ground, on the signage on the boundaries, on the logos on the players’ kit, especially the bat, the logos on the drinks trolley, on the screen showing the third umpire’s judgment, and so on. What we’re not used to – and what is NOT cricket, is when the commentators talk about the brand – and talk as if that is a natural part of the commentary. Yesterday, during the India-Pakistan humdinger, the commentators took precious time off from the action on the ground to share their expert comments on the virtues of the Daikin air-conditioner, and how such efficient air-conditioners were required in countries like India, Bangladesh, etc. [caption id=“attachment_249273” align=“alignleft” width=“380” caption=“What we’re not used to – and what is NOT cricket, is when the commentators talk about the brand – and talk as if that is a natural part of the commentary. Reuters”]  [/caption] Is this cricket commentary or a paid plug? A little while later, the cameras cut from the action to the boundary ropes where a Neo anchor is ‘interviewing’ Jaspal Singh Bindra, group executive director and CEO (Asia) of Standard Chartered Bank, asking him about why the bank associated itself with this tournament and how well the association worked for the bank and so on. During the course of the game, the camera pans to Mr Bindra many a time and oft. More oft than normal ‘editorial’ coverage demands. Each time viewers see Mr Bindra, he and his bank are mentioned in gushing tones. Is this cricket commentary or a paid plug? And a little while later still, Rahul Sharma, managing director and co-founder of Micromax is interview on the sidelines. He tells us about how happy Micromax is with the association with the Asia Cup and how the cup is watched (and therefore, by implication Micromax’s communication is watched as well) in the three most important markets for Micromax, India, Sri Lanka and Bangladesh. During the course of the game, the commentators make repeated references to Micromax. Is this cricket commentary or a paid plug? Are all these illustrations given above examples of commentary or paid plugs? If it’s commentary, the commentary is terrible. If they’re plugs, it’s sad. Very sad.
Yesterday, during the India-Pakistan humdinger, the commentators took precious time off from the action on the ground to share their expert comments on the virtues of the Daikin air-conditioner. Is this cricket commentary or a paid plug?
Anant Rangaswami was, until recently, the editor of Campaign India magazine, of which Anant was also the founding editor. Campaign India is now arguably India's most respected publication in the advertising and media space. Anant has over 20 years experience in media and advertising. He began in Madras, for STAR TV, moving on as Regional Manager, South for Sony’s SET and finally as Chief Manager at BCCL’s Times Television and Times FM. He then moved to advertising, rising to the post of Associate Vice President at TBWA India. Anant then made the leap into journalism, taking over as editor of what is now Campaign India's competitive publication, Impact. Anant teaches regularly and is a prolific blogger and author of Watching from the sidelines. see more