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500 advertisements for 50-over finals
By Shelani Perera
While the much awaited ICC champions Trophy final between Sri Lanka and India was washed out by rain, state television Rupavahini is facing a barrage of criticism for virtually drowning the cup final in advertisements.

According to Rupavahini and advertising executives, the TV station which had monopoly rights had accepted about 500 advertisements for the cup final and covered the Rs. 40 million it paid to the ICC for TV rights. Some 114 overs were bowled during the cup final on Sunday and the repeat on Monday which meant two or three ads crammed into every over.

Rupavahini officials defended their conduct but one of Sri Lanka's advertising giants charged that cheap advertisements were repeatedly telecast while he saw little by way of a code of ethics.

Grant Maccann Erickson Chairman Reggie Candappa, a pioneer in the advertising world, told The Sunday Times the rates were so cheap that advertisements were sometimes repeated thrice within a short space and thereby lost even their value. He said priority should be given to the viewers and there should be a code of ethics for advertising but both did not appear to be observed.

Phoenix advertising Chief Irwin Weerakkody said every TV station needed to follow a code of ethics in screening advertisements, especially when showing a major event.

Rupavahini's executive Upali Arambewela claimed that priority was given to the viewers and that no extra ads were accepted for the replay of the cup final. He said Rupavahini needed the advertisements to cover its cost of Rs. 40 million.

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