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According to a report by The Economics Times, broadcaster of the T20 league, Max is set to unleash a marketing campaignin a week's time to address the issues pertaining to the impact of controversies surrounding the IPL and cricket fatigue on viewership.

This year's IPL has been mired in controversy after Sahara withdrew from the ownership of the Pune franchise only to comeback following negotiations with the BCCI. Only nine teams will play in the tournament, one team less from last year, after the Kochi team was disbanded.

Speaking about the campaign, Max's Marketing and Communication Senior Vice-President Gaurav Seth said , " This year's IPL has been mired in controversy after Sahara withdrew from the ownership of the Pune franchise only to comeback following negotiations with the BCCI."

Industry observers also point out that IPL will be up against viewer fatigue and loss of interest in cricket due to team India's poor showing in Australia.

Expressing similar sentiments, the digital rights holder of IPL, Times Internet Ltd CEO Rishi Khiani said: "We are expecting around 30-40 per cent increase in our advertising revenues from the league this year."

"We are more bullish about IPL than last year. Last year, we got the rights just two weeks before the start of the tournament but this time we have been working on sponsorships and ad packages for the last three months," he added.

The tournament, featuring 74 matches, will be played at different venues across India. It begins on April 4 and the final match will be held on May 27.