White Mischief Gals to cheer Pietersen in इप्ल!

"Necklines plunging, hemlines rising, they are all set to let the mercury soar, higher than any of the sixes that come from the blades of Kevin Pietersen." The cheerleaders, the release added, have been "specially trained in flirty acrobatic skills for a scintillating on-field performance." The Mumbai Indians forced their cheerleaders to don pants instead of skirts after protests from political parties. The Royal Challengers, owned by flamboyant liquor and airline tycoon Vijay Mallya, had hired the Washington Redskins cheerleaders for the inaugural IPL season last year in India. So Mallya dropped the Redskins and hired 24 members of the US-based Varsity cheerleader group for the second season, renaming them the "White Mischief Gals”. The use of cheerleading squads last year provoked complaints from some conservative quarters in India.

The White Mischief Gals will travel across South Africa for all Royal Challenger matches during the five-week tournament, offering fans "flirtatious messages and tips," the statement said.Pietersen will only enjoy their support for the first two weeks, as he is due to return to England in early May to prepare for the Test series against the West Indies.Pietersen, bought by the Bangalore Royal Challengers for a record 1.55 million dollars, will clash with good friend Shane Warne's Rajasthan Royals on the opening night in Cape Town, South Africa.

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IPL Viewership Vs Elections Viewership- Wait a Minute... IPL Wins!

The general election may have won the battle, but it looks like the Indian Premier League (IPL) will win the war—for eyeballs. “IPL will be watched by both mass as well as niche audiences. It will be watched by people across the country,” says Emmanuel

Viewership studies by two media buying firms say the Twenty20 cricket league that begins on 18 April, will attract more viewers than the election coverage! The general election begins on 16 April and will be conducted in five phases till 13 May. The counting of votes will happen on 16 May, the day when election coverage peaks on news channels.

The final of IPL is to be played on 24 May in Johannesburg. If an IPL match and election coverage happens at the same time, approximately 60% of the viewers will prefer to watch cricket, says a dipstick study of 120 people done across Delhi, Mumbai and Bangalore by Maxus, a media buying agency that is part of GroupM India Pvt. Ltd.

An advertiser, who incidentally has bought time on both IPL and election coverage, also votes in favour of IPL. “IPL cuts across age groups and genders. Advertising on IPL will help reach out to a wider base (than elections),” says a spokesperson for Samsung Electronics Pvt. Ltd. The company bought ads on elections because of “its overall importance”, the spokesperson added. According to media buyers, a 10-second ad spot during an IPL match is currently being sold for Rs4 lakh against the going rate of Rs2, 000 to Rs4, 000 for election coverage on news channels. And while a sponsor has to spend around Rs30-35 crore to get associated with IPL, the sponsorship of election coverage on news channels costs anything between Rs15 lakh and Rs30 lakh.The study also points out that while viewers can get updates on elections intermittently, cricket fans are not likely to sacrifice live action once they sit in front of their television.

Media buyers also say that the profile of viewers on IPL will be much better than news channels.

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