All India matches plus semi-finals and finals of the cricket Champions Trophy being played in England would be shown live and without advertisement on the national broadcaster Doodarshan.
This came after the Delhi High Court on Thursday asked the official broadcaster of the International Cricket Council (ICC) Champions Trophy ESPN to provide 'clean feed' of the matches to Doordarshan as per the provisions of the Sports Broadcasting Act.
ESPN has expressed its inability to provide 'clean feed' to Doordarshan saying that ICC has come up with a new system of embedding the feed with advertisements over which it had no control.
The broadcaster also said that in the past DD has accepted the feed with advertisement embedded by the ICC and its insistence for clean feed this time was "unreasonable" and "arbitrary".
DD, on its part, insisted that not providing a 'clean feed" was in violation of the sports law and it will not be able to share the live feed, the stand challenged by the broadcaster in the court.
A bench of the Justice Manmohan Singh and R V Easwar directed ESPN to provide 'clean feed" to Doordarshan so that the public broadcaster is able to show Champions Trophy 2013 as per commitment and objectives of the law.
DD has gone a step ahead and decided not to insert its own advertisements in the clean feed. "As a public service broadcaster we will not insert any kind of advertisement and the clean feed with commentary will be shown on all DD platforms (terrestrial and satellite)," Prasar Bharati Chief Executive Officer Jawhar Sircar told HT.
As per the law, DD can insert its commercials in the live feed and has to share 75% of the revenue with the official broadcaster, in this case ESPN. But, the DD went against generating revenue from the mini-cricket world cup to enhance its viewership.
"For the first time cricket lovers in India will be able to watch the matches without any advertisements," Sircar said.