Indian media group Viacom18 has struck a sub-licensing broadcasting deal with pay-television broadcaster DSport for the upcoming Nidahas Trophy Twenty20 cricket tournament.
Viacom18-owned entertainment channels, Rishtey Cineplex and Cineplex HD, will offer Hindi commentary of the competition, while DSport will retain English-language rights.
The tournament, which is being staged to celebrate Sri Lanka's 70th year of independence, is due to take place from 8-20th March and features India, Bangladesh and hosts Sri Lanka, and will be held at R. Premadasa International Cricket Stadium in Colombo.
“Sports broadcasting is a bit of a business conundrum,” Viacom18 group chief executive Sudhanshu Vats said. “It represents sizeable opportunity, but the cost of entry tends to be prohibitive.
“It has been a white space that we have continuously been evaluating and this association with DSport provides us with a fertile testing ground.”
DSport, which is owned by media company Discovery Communications, announced earlier this month that it had acquired exclusive rights to the tournament in order to offer coverage of India’s national cricket team for the first time.