Will IPL 2.0 rake in the moolah this time?

Lalit Modi, Chairman and Commissioner IPL, has done it once again, as he managed to raise the bar for the second edition of player auctions. But the big question is what will be the response from the advertisers?"There is a definite tightening of the strings. Every penny spent is under the scanner. Big ticket properties come at a high premium and at this point of time it will be difficult to justify spends," said Basabdatta Chowdhuri, CEO, Madison Media Plus.No wonder then that SET Max is going all out to woo advertisers. Sony has tweaked its strategy and unlike the inaugural season of IPL, there will be no room for exclusivity which means that Reliance Communication, Airtel and Vodafone can advertise on the same property.