Multi Screen Media’s Sony MAX channel is still yet to fill up the inventory for the much talked about Indian Premier League (IPL), to which it owns the India rights to.

According to a report onIndianTelevision, MAX has roped in only six official sponsors on board compared to ten sponsors that it was targeting.

Talking toIndianTelevision, MSM president network sales, licensing and telephony Rohit Gupta said that the channel is doing deals and is not trying to hold anything back. He admits that the going was tough as there was uncertainty among advertisers about the performance.

He also added that generally around 15-20 per cent of airtime is sold once the event starts while the premium depends on the first week’s ratings.

In the UK, the IPL is being telecast on ITV4.