by Hartosh Singh Bal
In 1977 an Australian media tycoon changed the world of cricket. His name was Kerry Packer, but in his approach to life and business there was little to separate him from Rupert Murdoch. Before Packer intervened, a game of cricket lasted five days, was played by players wearing white and required a level of athleticism that would not shame a Chess or Scrabble champion.
Packer’s intervention was the result of a tussle with the Australian Cricket Board over TV rights for his Channel Nine operations in Australia. He set up a league of his own outside the control of International Cricket Council, a coterie of largely English gentlemen who had run the game internationally as their fiefdom. Packer paid out large sums of money to attract the best players across the world, dressed them in colored clothes, reduced the duration of the game to a day or sometimes a night when it was played under floodlights. By the time of his reconciliation with the ICC a couple of years later, he had changed the game forever.
Thirty years later, as the power and wealth of the Board of Control for Cricket in India increased thanks to a growing economy and India’s success in the very form of the game promoted by Packer, the ICC already under siege, ceded a large measure of power to the Indian body which launched another league of its own, the Indian Premier League (IPL). Unlike the Packer League, the IPL, which is as avowedly commercial in its motivations, has done little to change or improve cricket. Rather, in bringing together Indian corporate interests and politicians looking for both money and power through their association with the game, the game as organized by the IPL has come to resemble a bout organized by the World Wrestling Federation. In the process IPL has actually managed to make Packer look like a visionary saint.
The media
On the face of it the story of cricket may have little to do with how the Indian media is shaping, but the same process the feeds an appetite for cricket, a growing middle class with money to spend and an economy that is expanding at the rate of 7 to 10 per cent every year, is feeding a demand for media. A recent survey in the Economist on newspapers across the world reported that India was a outsize exception to the worldwide trend of decreasing circulation and revenue, “Between 2005 and 2009 the number of paid-for daily newspapers in the country increased by 44% to 2,700 and the total number of newspapers rose by 23% to more than 74,000… In 2008 India overtook China to become the leader in paid-for daily circulation, with 110m copies sold each day. Newspaper and magazine advertising expenditure increased by 32% in the year to June 2010, according to Nielsen India, a market-research firm.’’