In a veiled warning, the government on Wednesday asked all concerned to 'rise above narrow commercial interests' to ensure that Indian viewers get to watch the upcoming Indo-Pak cricket series, the telecast of which is caught in the blame game between Ten Sports and cable operators.

Information and Broadcasting Secretary Pawan Chopra told reporters that those involved 'would not be able to go very far if they failed to satisfy the public.'

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"This match is very important for public to view. Everyone should rise above narrow commercial interest and ensure that there was no inconvenience to the people," Chopra said after releasing a reference handbook on General Elections 2004 brought out by the Press Information Bureau.

Noting that some countries have laws under which it was mandatory for giving rights to public broadcaster of sports of national importance, he said that everyone including those in the private sector should see that long term interests and 'act in a manner that everyone is happy.'

He did not respond to a question whether the government could bring an ordinance in the matter as efforts by Prasar Bharati to get telecast rights for the matches have failed.

The comments of the I&B secretary came amid reports that not many Indian viewers may get to watch the cricket series since both, Ten Sports and cable operators, are playing a blame game and blacking out transmission of this channel, which holds exclusive telecast rights for these matches.