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| Lalit Modi's subtle spin |
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| Category: Features |
| Written by Luke Tagg |
| Monday, 15 March 2010 23:55 |
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Using the words "Modi" and "subtle" in the title of an article is not something I fall victim to that often, but in this case I'm going to bite the bullet and make an exception. I watched a fascinating little by-play on Twitter today between IPL commissioner Lalit Modi and a Surrey County Cricket Club blogger (who calls himself Cricket Nerd), which highlighted the perfection Modi has attained when it comes to the art of spin. I'm not ragging on the man - far from it. As much as I loathe spin-doctoring and truth-bending I can appreciate an artist at the top of his game in that field. It all began when Modi tweeted that the viewing figures in the UK were huge - 10 times bigger than last year. Cricket Nerd pointed out that this year the IPL is airing on ITV, which is free-to-air. Last year it was on Setanta, a pay channel. Undaunted, Modi carried on: Itv beats sky sports over the weekend in nos of viewers. This is great going. The thing about any good cricket nerd, however, is that they're like a dog with a bone. Where there is injustice in cricket so shall they rise. Cricket Nerd indignantly tweeted back: Not a fair comparison Mr. Modi, ITV is not a subscription channel! Compare it to other free channels showing sport. By now, Modi couldn't avoid the gloved crusader and his insistent sledges and dug up this gem of spin - the ultimate in warped promotional logic retorts: Why should we do that. Viewership is viewership in the end. If itv has higher viewership than sky - that's great for the game. Indeed, Mr. Modi. Quite. Cricket Nerd continued to mumble on about comparing apples and oranges but his logic fell on deaf ears and reverberated alarmingly around the hollow halls of the Surrey Cricket Club. Most folks would only take one fact out of that conversation, however, when asked to recall it some time in the future: that the IPL is being watched by lots and lots of people in the UK. Modi wins again. Objective achieved. It's something I've learned as I've slowly built my online empire: if you tell enough people the same thing enough times, it becomes a fact. Despite logical evidence to the contrary. Anyone looking to further their career as an entrepreneur - be sure to follow @LalitKModi on Twitter. It's not hard to see why he's built the IPL into the global giant it is. 
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