One of "the more radical recommendations" of the Lodha panel report is one that would "resonate most with cricket fans: restricting advertisement breaks during broadcast of Tests and ODIs in India to only the drinks, lunch and tea intervals," according to Arun Venugopal of ESPN. This effectively would mean "no ad breaks at the end of overs, which could turn the Indian cricket economy on its head and, according to those in the TV business, ultimately send subscription rates sky high." Taking note of how commerce has "overtaken" the enjoyment of cricket, the Lodha panel pointed to how "regardless of the wicket that has fallen, century having been hit or other momentous event, full liberty is granted to maximise the broadcaster's income by cutting away to a commercial, thereby robbing sport of its most attractive attribute -- emotion." One of India's "top sports broadcasting professionals," however, felt such recommendations would have a "cascading effect" on Indian cricket's ecosystem. The broadcaster said, "There is a certain cost that a broadcaster pays, a certain rights fee. The rights fee has to be recovered either through a combination of advertising and subscription or only through subscription." According to him, "a reduction in the quantum of advertisements would invariably result in a greater burden of subscription fee being passed on to the end consumer." He added that it would "dissuade broadcasters from investing in Indian cricket given other viable options." He said, "If a broadcaster is looking at cricket then everybody should dump BCCI rights and start bidding for Australia and England and South Africa and rights of other countries where none of these encumbrances apply" (ESPN, 1/6).
