IPL To Introduce Tactical ‘time-out’ Ad Breaks

The organisers of the Indian Premier League have announced that this year’s tournament, to be staged in South Africa, will see the addition of tactical ‘time out’ breaks in each innings – a move designed to allow broadcasters more advertising opportunities.

Under existing rules Twenty20 games are scheduled to last just three hours but for the second season of the IPL, the matches will be elongated by the addition of the new breaks.

The seven-and-a-half minute break from action in each innings after 10 overs will see the stadium crowd entertained by a live band while television audiences will watch three, separate two-and-a-half minute segments, two of which will be sold commercially.

The third will show the teams taking drinks and discussing ‘tactics’ to add some validity to the argument for the ‘time out.’

Of the two compulsory advertising sections one will be set aside for mainstream advertising while the other will be feature videos on ‘special projects’.

The split has seen the IPL justifiably claim that the project is well intentioned and for a good cause.

The advertising slots cost approximately $1m per episode with 118 two-and-half minute spaces up for sale.

Production teams have also been told that they need to fit around 33 minutes – a highly challenging schedule given existing broadcasting structures.

This year’s IPL was moved to South Africa amid security concerns of hosting the tournament in India, a move that has increased operating costs of the event substantially.

Among the English players featuring in the tournament include Kevin Pietersen and Andrew Flintoff with Setanta Sports holding the live TV rights in the UK.