Sahara One to telecast India-England cricket series
In a surprising development, Nimbus Communications Limitedon on Saturday signed the deal with Sahara One Television for the broadcasting rights of the India-England international cricket series starting 1st March 2006, consisting of 3 Tests and 7 ODIs.
Published - 25-February-2006
In a surprising development, Nimbus Communications Limitedon on Saturday signed the deal with Sahara One Television for the broadcasting rights of the India-England international cricket series starting 1st March 2006, consisting of 3 Tests and 7 ODIs. Nimbus has the global media rights partner for Indian cricket till March 2010.
Shailendra Singh, Head of Sahara One Media And Entertainment Limited said, “We are delighted to partner with Nimbus and Indian cricket in this new strategic initiative to take Indian cricket to the next level. Sahara India Pariwar has deep commitment to cricket and we are sure that our massive reach in cable homes will ensure that this exciting series achieves record-breaking ratings.”
Sahara One Television shall telecast all matches live. In addition to the live telecast, Nimbus shall produce wrap around programming pre/post match and during breaks, to enhance the viewer experience on Sahara One. Nimbus Sport, the BCCI’s appointed producer shall supply the world feed to Sahara One.
Given that Sahara One is free-to-air, it also ensures that there are no cable black outs of the channel as becomes the case often with sports channels trying to extract pay TV revenues.
Commenting on the deal, Akash Khurana, MD & CEO, Nimbus said, “Our choice of the Sahara One platform was dictated by the fact that the channel has near 100% distribution in cable homes compared to sports channels that barely reach 50 percent of cable homes; and by the amazing commitment and vision for cricket of the Sahara India Pariwar.”
Nimbus shall 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.
In addition to Sahara One’s live broadcast and wrap-around programming, the Sahara One Network shall produce unilaterals that shall be aired exclusively on Sahara Filmy and Sahara News, focusing on the glamour events and behind-the-scenes action respectively around this series.