The Hindu Business Line : Sahara One to telecast India-England series

Nimbus Communications Ltd, which won the media rights for Indian cricket from the Board of Control for Cricket in India (BCCI), on Saturday said it has signed a deal with Sahara One Media and Entertainment Ltd.

It also signed an agreement with Doordarshan, the state-owned terrestrial free TV network to broadcast all the matches.

The series, which commence on March 1, consists of three test matches and seven one-day internationals (ODIs).

Sahara One Television will telecast all matches live.

"In addition to the live telecast, Nimbus will produce wrap-around programming pre/post match and during breaks, to enhance the viewer experience on Sahara One,'' Nimbus said in a news release.

Nimbus Sport, the BCCI appointed producer, would supply the world feed (live coverage) to Sahara One.

"We are delighted to partner with Nimbus and Indian cricket in this new strategic initiative to take Indian cricket to the next level,'' Mr Shailendra Singh, Head of Sahara One Media and Entertainment Ltd, was quoted as saying.

Sahara One is a free-to-air channel. "Our choice of the Sahara One platform was dictated by the fact that the channel has near 100 per cent distribution in cable homes compared to sports channels that barely reach 50 per cent of cable homes,'' Mr Akash Khurana, Managing Director & CEO, Nimbus, was quoted as saying.

Nimbus will exclusively market the commercial airtime during the series on Sahara One. "The arrangement between Nimbus and Sahara contemplates a win-win upside sharing beyond specified revenue thresholds,'' the release said.

DD will telecast all the matches on DD National network, and Nimbus will retain 75 per cent of all revenues towards rights fees.

"The world feed (live coverage) shall be provided to DD by Nimbus Sport, the BCCI appointed producer,'' the release said. Nimbus Communications Ltd and its international arm Nimbus Sport are globally leading distributors/owners of cricket rights and producers of cricket coverage.