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Warne bigger than Bollywood


Desi Cartman

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After a see-sawing contest, the Royals won the game on the last ball, triggering rowdy celebrations in Rajasthan, ranked among the poorest states in India. "To get down to the last ball of the final, I don't think a script writer could have written it any better," said Warne before accepting the ostentatious IPL trophy encrusted with gold, rubies and sapphires. The rich new league, which crammed 59 games into 44 days, has been a runaway hit in India with the televised games packaged for prime-time attracting around 250 million viewers. The tournament seems to have affected shopping patterns, with some malls reporting a 20% drop in visitors during games. Ratings for popular Indian soap operas have slumped as viewers switched to the cricket. Advertising rates charged by the official Indian broadcaster, Sony's Set Max channel, doubled as the tournament progressed. Indian fans have embraced the frenetic Twenty20 format, in which games last only three hours. Because Bollywood stars Shah Rukh Khan and Preity Zinta jointly own IPL teams, the tournament also gained from movie-star glitz. Next year's IPL promises to be "bigger and better" than the 2008 version, according to organisers. The league, which has shaken world cricket with huge player payments and infuriated cricket purists, promises to disrupt the international game even more in years to come.
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