Now, it is up on Flickr.
The first page of it is a signed November 2009 letter from a director of Times of India group (C.R. Srinivasan) on a ToI letterhead to Suresh Kalmadi, outlining the costumer connect initiatives the group proposes to undertake.
Kindly let us know of your decision to grant official newspaper status to The Times of India at your earliest convenience, concludes Srinivasans letter.
The second page is a signed note from Times Group general manager Gautam Sen to the additional director-general, communications, of the CWG organising committee, presenting a comprehensive print proposal (for Times of India, Navbharat Times, Maharashtra Times, Mirror and Sandhya Times) along with a rate-card.
For 2-page reports on five key milestone days (carrying a half-page ad of CWG at DAVP (department of audio visual publicity) rates and a half-page ad at commercial days); for six one-page reports (where in 65% of the page will have edit and 35% will be paid-for); and 12 full pages of advertorial at DAVP rates, Times proposes a Rs 12.19 crore package.
For a claimed combined nationwide circulation of 51.84 lakh copies for the five dailies, the breakdown is Rs 4.61 crore + Rs 3.31 crore + Rs 4.27 crore = Rs 12.19 crore.
The last-two pages doing the roundsan unsigned note from a bureaucrat to a senior bureaucrat or to Kalmadi himself, explaining the fineprint of the proposed Times packageleave little to the imagination.
In summary, the ToI proposal has the following benefits:
# OC [organising committee] in totality pays for 16.6 pages and in return gets the leverage for 28 pages.
# It [ToI group] has the potential to form opinions of the public at large. It is also expected that with the influence that the Response department has over editorial, the OC can get neutral and positive coverage from now to the Games.
# We can consider and extended and beneficial deals with ToIs other propoerties viz, TV, radio, internet, etc, including Economic Times (all editions) may be requested of ToI.
While on the face of it, the sum of Rs 12.19 crore may seem large, the benefits offered on a national basis are considerable and the proposal should be considered favourably.
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Obviously, these notes and letters do not represent the full story and there is nothingrepeat, nothingin them to suggest that the Times coverage of CWG and Kalmadi has a connection with this and/or other correspondence.
But judging from the CWG coverage so far, it is fair to assume that ToI did not get the official newspaper status. (The buzz is that Hindustan Times has received that status with a lower than Rs 12.19 crore bid. At what terms HT secured the My Delhi, My Games tag is not known, but Delhis two biggest English dailies do not come out smelling of roses.)
Judging from the hyper-ballistic coverage of CWG and Kalmadi on Times Now, it is also reasonably safe to assume that the plan to extend the deal to Times other properties came to nought. (CNN-IBN swung the baton rights deal, unlike Times Now and the other aggrieved bidder, NDTV.)
Nevertheless, at a time when other Indian media specialities like medianet, paid news and private treaties have become the flavour of the season, the four-page ToI-CWG note lays bare the alarming interplay between editorial and advertising in Indian media houses like never before.
The two-page note appended to the Times managers notes also shows how advertisers are confident of buying neutral and positive coverage if they can throw a few crores.
Conversely, the bottomline is clear: if an advertiser doesnt play along, there is hell in store.