Sony Entertainment Television (SET) India, has contracted the World Sport Group to produce the coverage of the ICC World Cup 2007. With 51 matches to be telecast, Extra Innings, MAX’s wrap around show will be produced daily on the channel. The show will feature Mandira Bedi and Charu Sharma as presenters with expert comments from Tony Greig, Ian Chappel, Dean Jones and other well-known commentators.
Seamus O’Brien, Chairman, World Sport Group said, “Our strength in local markets in conjunction with the continental sporting platforms we build, creates winning partnerships in a way that brings lasting benefits to all parties. The ICC World Cup Cricket is perhaps the most definitive sporting platform in India and we are happy to partner Sony in their endeavour to provide the best to its audiences.”
In a CAS and DTH scenario, the World Sport Group is also working on the delivery of interactive feeds for SET MAX to be shown on TATA Sky and DISH TV platforms in India.
Venu Nair, World Sport Group – South Asia CEO said, “Within 16 months of starting our India operations we have captured the hearts of the Indian sports aficionados having managed the ICC Champions Trophy 2006 held in India for Sony Max, the Hero Honda Indian Open, a prestigious golf event on the Asian Tour and the AFC Youth Championship in India.”
Commenting on the production deal, he said “Most recently in a landmark deal, the World Sport Group signed an agreement with Sachin Tendulkar to manage his image rights and endorsements on a global level outside India. To this effect we have secured a global endorsement for the brand ‘Canon’.”