Times Internet acquires exclusive rights to broadcast Indian cricket in key markets

Mumbai: Times Internet Ltd (TIL) has acquired the exclusive rights to broadcast India’s home bilateral cricket matches in North America, the Middle East, and Southeast Asia regions from September 2023 through March 2028.

The rights were purchased by Times Internet from the UK-based sports marketing company Pitch.

Viacom18, the global media rights owner of the BCCI and domestic matches, has sub-licensed the global BCCI media rights, excluding India, to Pitch.

The BCCI media rights were purchased by Viacom18 for ₹5,963 crore on August 31st, 2023.

The addition of Indian cricket matches will improve Times Internet-owned Willow TV’s standing in North America.

Willow TV is the top cricket destination in North America due to its distribution of BCCI rights as well as more than 10 other cricket boards and competitions.Times Internet has also established a significant presence in the Middle East and currently holds the IPL and BCCI distribution rights, providing cricket fans with a year-round calendar of top-quality cricket content in the region.Having collaborated with Noon, Etisalat, and Cricbuzz to distribute the IPL in 2023, Times Internet plans to expand its Middle Eastern distribution alliances.

The India bilateral cricket rights package will be Cricbuzz’s first rights package in Southeast Asia, and it will distribute the rights both on its own platforms and through other distribution alliances.

Commenting on the occasion, Times Internet vice-chairman Satyan Gajwani said, “We are proud to partner with Pitch?Viacom18, as well as the BCCI again. Willow TV has a long-standing position as the home of cricket in the US. With our foray into the Middle East, I’m confident that Cricbuzz and The Times of India Group will be able to bring a best-in-class consumer viewing experience to more cricket fans around the world.”

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