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R Mohan is one of India's leading and most respected cricket writers. His work has been carried by many of the world's leading publications.Favourite team/sport
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R Mohan is editor of the Deccan ChronicleProgramme credit
Cricket ColumnistLalit Modi, the super salesman of cricket, has hit a roadblock. But I see this as only a glitch in the Modi super plan. Chasing success is a way of life for those with overweening ambitions. Not everyone in the corporate world is a Warren Buffet blessed with the wisdom of Solomon and the abstemiousness of a monk. The likes of Modi, who may have seen several failures earlier in his business life, are bound to be different. Once success comes, it must be a springboard for more success.
In times of recession, men may have fallen because they over reached. But Modi’s enterprise is run on behalf of a sport and the fall guys will be others, not him. But, at the same time, it’s possible to conclude that since the IPL is still on a growth path there is no fear yet of greed killing the goose that lays the golden eggs. While market forces will ultimately define the success of IPL, there is no stopping Modi’s quest in search of more riches for his T-20 leagues.
The third edition of IPL that begins on March 12 will further define how far the league has come in the minds of the public. While its seductiveness in terms of hard music and soft dancing girls and boys will always be a given, its success is guaranteed in a season in which the league is coming back home. Somehow, the need to take IPL away to South Africa last year has worked wonders in the league’s favour this season.
The crowds that turned up to buy the few tickets that actually go on sale at the windows of the franchises were overwhelming. The events suggested the return of days when people really needed to go to the venue to watch the action. Today, they have huge choices, including High Definition television screens promising to bring the action with clarity of picture never seen before. It must be so tempting to put the feet up and watch it all unfold from the comfort of a couch.
I am convinced IPL-3 will take the league to greater heights with regard to public awareness. The season 2011 will actually be the one that will define where the cash-rich cricket is headed. That is when the new auction process comes in which will turn the eight existing franchises upside down while bringing the two new competing teams into the same orbit. The current season will, however, be quite significant because I am sure the fans will show their affection for the league that is coming back home.
Future success of the IPL is predicated upon eyeballs growing exponentially. The YouTube global tie-up (except the USA) is a step forward as will telecast to reach mobiles and PDAs will be in the very near future. India’s billion-plus population is itself a captive audience that will keep advertisers interested. It’s not to be forgotten that ultimately they will define the real success of sport that is used as an advertising medium. Modi is betting big on the growing Indian middle class to keep the networks interested.
The BCCI’s restrictions on Modi were well intentioned. He was in a tearing hurry for global primacy that forced him to play games with valuations and impossible bid conditions. Success will come but it has to be sustained, in which matter the BCCI has a better record. A chastened Modi will be good for the game even if there is no stopping him pursuing commercial success at any cost.
