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Television
channels made money by selling television spots to companies who were happy to
pay large sums of money to air commercials for their products to cricket’s
captive television audience. Continuous television coverage made cricketers
celebrities who, besides being paid better by their cricket boards, now made
even larger sums of money by making commercials for a wide range of products,
from tyres to colas, on television. Television coverage changed cricket. It
expanded the audience for the game by beaming cricket into small towns and
villages. It also broadened cricket’s social base. Children who had never
previously had the chance to watch international cricket because they lived
outside the big cities, where top-level cricket was played, could now watch and
learn by imitating their heroes.
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