MUMBAI: International Cricket Council (ICC) may take legal action against radio stations and brands resorting to ambush marketing during ICC World Twenty20.
According to an official communication sent by the ICC to the Association of Radio Operators for India (AROI), ‘the exclusive rights holders for radio/audio stream services across all mediums, including the internet in India are Big FM and All India Radio’.
Through this letter ICC intended to clarify the permissible and impermissible activity in relation to the tournament so as to prevent any inadvertent infringements of ICC Names, ICC Marks and ICC Proprietary Content by radio/audio stream service providers.
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International Management Group (IMG) is the exclusive partner of the ICC for radio/audio stream services across all mediums, including the internet for all territories excluding India. IMG has appointed the licensees for radio/audio stream services to BBC (UK), Croc Media (Australia), SABC (South Africa), Radio Sport NZ (New Zealand), CMC (Caribbean), SLBC (Sri Lanka),
Cross Currents (Pakistan) and Channel 2 (USA and the Middle East).
Another point in the statement reads, ‘Other than International Management Group (IMG) and its licensees, Big FM and AIR, no entity operating or making available radio/audio stream services is entitled to use ICC Names, ICC Marks and ICC Proprietary Content, claim official association or commercially associate in any other way, either expressly or impliedly, including through marketing promotions, contests, advertising, score updates or other commercial activity (including by monetizing any of the ICC Proprietary Content), with the ICC or the ICC World Twenty20 Sri Lanka 2012.’
Member agencies (of Association of Radio Operators) may not undertake any unlicensed commercial exploitation or selective commercialization of ICC Proprietary Content through third party sponsorship and presentation of the same.’
It further states, ‘Should your member agencies fail to adhere to the above, the ICC will engage with them to bring to their attention the permissible parameters of activity and work with them to resolve the matter. However, should such activities persist, your member agencies will be deemed to have knowingly breached the exclusive rights granted by the ICC to IMG and its licensees, BIG FM and AIR, and the ICC will have no other option but to initiate further action, including legal recourse.’
Reliance Broadcast Network Limited CEO Tarun Katial said, “In an extremely encouraging move, ICC has decided to come down on anyone misusing content to offer packages to advertisers. As radio partners, we look forward to offer consumers the best possible entertainment package with exclusive and highly engaging content, while offering marketers an approved and ethical platform by which they can reach out to their audiences.”
Further, member agencies are not permitted to provide radio/audio stream services from within any of the match venues unless such services are provided strictly in accordance with the ICC’s Media Accreditation Terms & Conditions. In the event that the ICC becomes aware of such activities, all accreditation provided to their personnel will be withdrawn. Further, their personnel will also be denied entry to match venues.
The ICC intends to engage the services of a specialised monitoring agency to monitor, on a daily basis, the usage of ICC Names, ICC Marks and ICC Proprietary Content by radio stations.
Big FM who is the official radio partner, has a seven-year deal with ICC, since the tournament was first hosted in 2007. As part of the association, during the course of tournament the radio station has planned interviews with players and other match officials. In order to promote the tournament, Big FM has a series of offerings in its bouquet. The station will conduct T20 matches for listeners across cities who will fight for the Big T20 cup and the winning team will get an opportunity to witness a match of India and Sri Lanka.
The cricket tournament is scheduled to take place between 18 September- 7 October 2012 in Sri Lanka.
