Rebecca Hawkes ©RapidTVNews | 31-08-2011

The US Open Tennis Championships are likely to provide advertising revenues of INR 40 million for Indian broadcaster Ten Sports, according to a report in

The TV channel, which is based in Dubai, forms part of the Zee Entertainment Enterprise Ltd (ZEEL) network. It has already drawn on-air sponsorship for New York’s Grand Slam tennis tournament from Reliance and Cadbury’s; as well as associate sponsors Samsonite, Panasonic and Tata Motors.

“We are targeting 35-40 million Rupees from advertising,” Joy Chakraborthy, director of revenue and niche channels, ZEEL, is quoted as saying in

“70% of revenue comes from sponsors while spot-buys take the rest. Rates start at around 10,000 Rupees and go up to 100,000 Rupees as the event progresses,” she added.

Although tennis does not command the audiences that cricket does in India, Ms Chakraborthy said it attracts passionate, predominantly male, fans aged mostly between 15 and 44.

Spaniard Rafael Nadal is hoping to retain his title as men’s champion, however, should an Indian player feature in a doubles final at Flushing Meadows, Ms Chakraborthy says: “We know that it will rate well and find favour among advertisers.”

The 2011 US Open, which began on 29 August, runs until 11 September. Among the fans at yesterday’s night session (30 August) – which featured Nadal and three time champion Serena Williams - was actor Alexander Skarsgard of hit HBO series True Blood.