For the first time Cup Match will be televised in its entirety ? but fans will have to pay to view.

However, controversy is already rife regarding this development as Bermuda Broadcasting Corporation (BBC) ? which previously showed two-hour segments on either day of the two-day cricket classic ? have launched a stinging offensive against Inter-Island Communications Limited (IIC) which beat them out in the bidding tussle this year.

The latter ? which is the parent company of HOTT 107.5 FM ? yesterday announced its successful quest for exclusive television rights for the annual mid-summer spectacle, stating in a Press conference that it had struck a deal with St. George's Cricket Club, which will host Cup Match on July 28 and 29.

"We thought that with Cup Match being as significant a holiday event as it is and the fact that lots of times families can't make it to the match, that the (current) live coverage was under-serving the community," explained IIC president and managing director Glenn Blakeney, alluding to BBC's previous coverage on ZBM Channel 7.

"We figured why can't we step things up in the 21st century. Why can't we cover a wider audience because not everybody can be at Wellington Oval even if they wanted to be. It can't hold 60,000 people. Also, there are people who are sick, shut-in, people who just don't like the sun.

"I felt that for those folk it might be worth $100 to see the match in the comfort of their home away from the field."

In addition, he disclosed that IIC will get the least of the spoils after St. George's and CableVision who will facilitate the Pay-Per-View feed at $50 per day which Blakeney argued is quite reasonable.

"The rationale is that there was no problem for Bermuda Idol and Bermuda Teen Idol, which were two-and-a-half to three hours and each cost $50. Now you're going to get 10 to 12 hours of cricket and other featured highlights for $50 per day."

Stressing "it's a package deal" so customers must buy both days, the executive said special features will include interviews with past Cup Match greats, video profiles of selected players and slow-motion replays. There will also be a $500 prize on both days for the most originally dressed spectator as a means of encouraging fans to attend. In a show of civic-mindedness, free coverage will be provided to rest homes which already have CableVision.

Taking issue with the BBC's attack on Pay-Per-View being introduced to Cup Match ? with back-to-back television news segments devoted to the story last night and Monday ? Blakeney pointed out that IIC will get the least of the spoils from this initiative.

"St. George's Cricket Club will get the biggest percentage of the Pay-Per-View revenue because we felt with $90 million to $100 million being circulated at Cup Match the clubs were long overdue to have an enhanced opportunity to develop a revenue stream and we felt we could do this.

"Hence we went out and got sponsorship to cover the cost of providing the Pay-Per-View and that help from the corporate community makes it viable for us and we can then take the third position in the stakeholders with St. George's getting the lion's share followed by CableVision and then us at Inter-Island Communications," he elaborated, adding that radio coverage is unrelated to this.

Turning squarely to competitors BBC, he accused them of being selective with the truth in this matter.

"The interesting thing with ZBM going after us tooth and nail to put a negative spin on something that will have a very positive residual benefit to the community at large, is that they were bidding for Pay-Per-View rights themselves.

"In fact, they made their presentation (to St. George's) the night before I made mine and the committee at St.George's Cricket Club selected us," said Blakeney, noting that other stations refused to attend IIC's Press conference yesterday.

"I'm not here to create enemies. I'm here to take Cup Match to another level and increase revenue for the club and provide a service to people who might not otherwise be able to attend Cup Match."

The IIC president queried whether BBC's adverse reaction was "sour grapes", noting it would be ironic since, when they had exclusive rights, they never sought to expand on coverage and blocked competitors like VSB from shooting anything other than lunchtime festivities at Cup Match.

Blakeney, who has agreed the same terms with VSB this year, cautioned that while he is "open to negotiating with Bermuda Broadcasting" their behaviour is threatening that possibility.

"Their public display in having a People Poll with a skewed question about people being asked to pay for Cup Match ? without acknowledging that they were also bidding for Cup Match on Pay-Per-View ? that's very disingenuous."