'Virtual' surrogate advertising sparks another dispute in Pakistan cricket

It is being feared that the state television might broadcast Melbourne Test due to the issue

KARACHI:

Virtual surrogate advertising has ignited another dispute in Pakistan cricket, with the situation reaching a point last night where it was being feared that the state television might not even broadcast the Melbourne Test altogether. 

According to details, surrogate advertising made an entry into Pakistan cricket a few years ago when gambling websites made moderate changes in their names to get sponsorships. When the matter came to the attention of top officials, a ban was imposed.

After the ban on "surrogate advertising" in Pakistan, betting companies found new ways for their advertisements. No advertisements were painted in the field during the Perth Test, but in Pakistan, advertisements of betting companies were seen on state TV and other channels, known as "virtual advertising." These advertisements are displayed using software.

Read more: Surrogate advertisers discover 'virtual' support during Perth Test

Later, the government took notice and sought clarification from the Pakistan Cricket Board (PCB), which has given a justification for not having any connection with this matter.

PTV also urged the media rights holders to stop the practice. If not, licences could be revoked. However, sources suggest no resolution has been reached in this regard.

When Cricket Australia was approached to remove virtual advertisements and provide the live feed, a positive response was not received.

The issue was not resolved until late at night on Monday. The pre and post match shows on state television were also postponed. 

If the situation persists, there is a possibility that the state television might not broadcast the Melbourne Test. However, it will be broadcast on a private TV channel. 

Sources said that during the second Test, the advertisement for 1xbet will not be seen. The reason, however, is separate from the recent dispute.