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Inconvenient timing, says SET MAX

Special Correspondent

NEW DELHI: The inconvenient timing was the reason for SET MAX not bringing `live' the opening ceremony of the ICC World Cup from Jamaica.

The viewers were left disappointed when the channel, which has the exclusive broadcasting rights for the event in India, opted for a deferred telecast.

The opening ceremony, held on March 11, was shown as a highlights package on March 13 during the `Extra Innings' show.

According to SET MAX Business Head Sneha Rajani, the channel had made efforts in this regard. "We had made repeated requests to the ICC to advance the ceremony because of the time difference. The ceremony was to begin at 3 a.m. IST and it certainly was an odd time for people to wake up in order to watch the opening ceremony," Rajani said.

"We also understand the problems ICC had in making changes in the schedule but we had to be realistic. The viewership would have been low at the odd hour that the ceremony began in Jamaica. We didn't want the viewers to miss it and decided to include it as part of the `Extra Innings' ahead of the first match of the World Cup," Rajani stressed.

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