NEW DELHI: When India is winning in a bilateral cricket series, the interest levels peak. With the third Test scheduled to open on Wednesday at the famed Brabourne Stadium or CCI as we know it now, Neo Sports has pre booked its main inventory for the one day and T 20 series which follows.

Price warrior Docomo, which has turned the Indian telecom whirligig on its head, is back as the presenting sponsor, while Neo has bagged a catalogue of associate sponsors in Intel, VW, Otrivin and LG.

Neo has done extremely well for itself with the India-Australia one day series which preceded the Sri Lanka tour garnering revenues close to Rs 1.4 billion.The ratings from TAM on a CS 4+ audience averaged 5.53 TVRs for 5 ODIs, which is 32 per cent greater than the ratings of IPL 2009 that was played in South Africa. The highest ratings peaked at 20.36 TVRs, which is 55 per cent more than IPL 2009, the channel asserted for the Australia series.

Neo Sports Broadcast, which owns and operates the two channels Neo Cricket and Neo Sports, had set itself a revenue target of Rs 1.5 billion in revenues from the series but faced a setback as the last game of the seven-match series was washed out. But the close finishes in the first six games brought in spectators and eyeballs in hordes.

For the long international season, the rights of which are with Neo, the channel expects to garner Rs 5.5 billion all told.