Despite low initial TRPs, the Zee group sold the international broadcast rights for its Indian Cricket League (ICL) matches to three global distributors for an estimated $10 million, industry sources said. The three distributors are Astro PPV -– a leading direct-to-home distributor for the South-East Asia region, the Sri Lanka-based Derana and Gateway, which reaches countries in Europe and the US, among others.
The broadcasts on these platforms will be in addition to Zee’s reach in other countries through channels such as Zee TV. In an attempt to shore up advertising support for the group which has been minimal on the poorly-distributed Zee Sports, Essel group decided to show the first 30 minutes of ICL matches on all group channels except its two movie channels.
As per the deals struck on Monday, ICL’s ongoing Twenty20 matches will be telecast on Zee Sports across the UK, US, South Africa and other African countries, the Caribbean region, Malaysia, Sri Lanka and Bangladesh.
While Essel group executive V-P Ashish Kaul did not confirm the amount for which the deal had been struck, he said it was the first time a domestic sporting event had been sold to an international platform as big as this. The three distributors have bought the rights to broadcast all ICL matches. The feeds of the ongoing Twenty20 tournament have already begun. “These broadcasters, in turn, will market the matches and sell on-air inventory,” Mr Kaul said.
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The group has also introduced a multi-language feed on its direct-to-home (DTH) platform Dish TV in Hindi, Tamil and Bengali, in addition to the existing English feed. This comes days after Zee group announced the highest prize money in domestic cricket -– Rs 3.9 crore for the winning team and a total of Rs 15 crore.
Source : http://economictimes.indiatimes.com/
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