The timings of the second edition of the Indian Premier League (IPL) matches, that begins in Cape Town on Saturday, have been extended by 15 minutes.
The IPL matches will now last three-and-a-quarter hours instead of three hours.
The IPL is planning to market the added time as an 'innovation' by calling it a tactical 'time out' with each innings now coming to a halt for seven-and-a-half minutes after 10 overs.
"It is a move that is driven completely and totally by commercial objectives," a senior production official was quoted as saying in Cricinfo.
The seven-and-a-half minute break will see the stadium crowd entertained by a live band while the television audiences will watch three, separate two-and-a-half minute segments, two of which will be sold commercially. The third will show the teams taking drinks and discussing tactics.
The matches will take place at 4 p.m. and 8 p.m. Indian Standard Time (IST).