As the Int'l Cricket Council Cricket World Cup moves into the knockout stage, interest levels "are rising," according to Anirban Roy Choudhury of INDIAN TELEVISION. Star Sports "is looking at escalating its ad rates to rake in more moolah." The broadcaster is looking at a hike of at least 7-10% "in the ad rates for the knockout stages." Star, however, is claiming a hike of 15-20% "compared to the rate of the league stages." A source in Star Sports revealed, "From the semifinal stages, we will have a number of fresh sponsors and advertisers coming in as numerous deals at the earlier stages were signed only till the quarter final stage. Interest of the matches will decide the ad rates and if India qualifies for the semifinals, the rates will certainly see a substantial hike." Speaking on the commercial growth of the tournament so far, Helios Media Managing Dir Divya Radhakrishnan said, "The advertisers, who gambled to participate in the early stages, got the best price because now the ad rate is sky high" (INDIAN TELEVISION, 3/18).
