NEW DELHI: With just three days to go
for the start of IPL-3, the buzz around the T20 event seems to be missing,
largely due to TV channels keeping away from the event due to IPL’s stringent
media guidelines. There have been no promos, no IPL-based programming and no
coverage of even the practice games being played across the
country.

For example, a practice game involving Delhi Daredevils here
at the Kotla on Monday evening was largely ignored by the electronic media.

Obviously, this state of affair has made IPL team owners a bit
jittery and they want a solution to the impasse. Sources said that some
franchisees who have signed up deals with news channels had to postpone
promotional events. Teams who were planning to launch merchandise and announce
new sponsors and commercial partners are not able to organise any
event.

While the National Broadcasting Association (NBA) is confident
the tussle will be solved before the mega event begins on Friday, the BCCI is
keeping itself at a safe distance. “This a matter between the IPL broadcaster
and the NBA.

If the news channels are keen to solve this matter,
they will have to sit with the concerned people and sort it our amongst
themselves,” a top BCCI official told TOI on Monday. Apparently, IPL chief Lalit
Modi has the support of the board bigwigs on the issue.

The stand-off
between the NBA and the IPL is over the restrictions imposed by the T20 League
over the amount of footage that can be used by the TV channels during the March
12-April 25 event. “The footage restriction is unrealistic. How can we create a
buzz when the norms are so strict. Till the time IPL doesn’t make concessions,
we’ll keep boycotting the event,” a news channel source said.

In this
tug-of-war, the franchisees are feeling trapped. “This is something we can do
little about. IPL organisers should understand this problem. They should do some
adjustment so that the event is covered by all media,” a team official
opined.

While IPL says it’s trying to safeguard the interest of its
commercial partners and the official IPL broadcaster, the media feels it’s been
shortchanged in the process. The average fan is keeping his fingers crossed.