Cricket Ad space in India in 2009

Came across an article in Television point which shed some light on the Cricket Ad space in the Indian television in India.
The total ad revenue in Sports sector is a whopping Rs 11 Billion in 2009.
Most of the revenue is attributed to the IPL.(around 50%) which is high for a 4 week extravaganza.No wonder that the channels and the franchises are ready to pay a heavy price in getting the share of the pie.Sony has predicted that they are expecting around Rs 7 Billion in Ad revenues for 2010 IPL (which is a 40% Jump).IPL has really arrived and here to stay,this is India's answer to EPL,NBA etc.An expected 85 Million watched IPL in 2009(around 26% watched it outside their homes).IPL will certainly have an effect on the GEC Space in India as well which have a downturn in their TRPs during the IPL season.Even Bollywood is getting scared about IPL and they are refraining from releasing any mivies during the IPL season. SRK was the first person who said even before the start of the IPL that no movies to be released during IPL(a true prophet indeed).Infact a lot of screens in India has decided to showcase LIVE IPL matches inorder to prevent the loss of revenue.The BCCI seeing an opportunity here has already sold the theatrical rights to a Dubai based Dar Capital for an undisclosed amount.Now it seems that they are looking for mobile partners as well for the IPL. I would really appreciate the fact the IPL is going to be telecast in Youtube,Being a frequent Youtuber like me that is an easy and userfriendly way to consume the excitement and theills of IPL.With a growing economy IPL will be expected to generate around a billion dollars of revenue each year.