IPL struggles to maintain explosive growth

NEW DELHI, May 25 (AFP): The Indian Premier League (IPL) has been as noisy and flamboyant as ever, but some experts believe it has suffered a poor year caused by its ballooning format and cricket overkill following the World Cup. The IPL bandwagon, which started rolling just six days after India won the World Cup in Mumbai on April 2, will eventually come to halt after 74 games with the final in Chennai Saturday. The event has revolutionised cricket since it burst onto the scene in 2008 with a heady mixture of international stars, swashbuckling Twenty20 action and Bollywood glamour tapping India's immense market for the sport. But there were signs this year that its novelty factor may be wearing thin with falling spectator and television audience figures causing concern. According to the latest study by UK-based consultancy Brand Finance, the IPL's brand value has dropped by 11 per cent since last year. Currently, the IPL is valued at $3.67 billion, against last year's $4.13 billion. Television viewing numbers were down 22 per cent for the first 26 games across six key markets, according to TAM Media Research, India's leading ratings agency. Much of the blame has been put on "cricket fatigue" after India won the six-week World Cup at home, triggering wild celebrations across the country.