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TMS bags exclusive rights to sell IPL airtime in UK for Asian advertisers

13-April-2011
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TMS bags exclusive rights to sell IPL airtime in UK for Asian advertisers

Targeted Marketing Solutions (TMS) has acquired the exclusive rights to sell airtime and sponsorship by Asian brands and brands from the Asian sub-continent for the next four years.

Recently, ITV secured a new four-year deal with Nimbus Communications for the UK broadcast rights for Indian Premier League (IPL). Under the new agreement, live coverage of IPL matches will be broadcast free-to-air on ITV4 and simulcast live on ITV.com. The fourth season of IPL got underway on April 8 and will conclude on May 28, involving 74 matches. ITV4 coverage will be produced by ITV Sport.

With India winning the ICC World Cup and a huge following for the game amongst the South Asian audience in the UK, it has become imperative to market the appeal of IPL on ITV to that Asian audience. ITV has partnered with TMS (Targeted Marketing Solutions) Ltd to penetrate into this local market.

Commenting on this partnership, Leon Barnett, Group Account Director, ITV, said, “We are delighted to be working with TMS during the IPL Cricket. TMS has an excellent knowledge of the South Asian advertiser market and we are confident that this association will open up new opportunities during the tournament.”

ITV Plc is the UK’s leading advertiser-funded, free-to-air broadcaster. Its broadcasting business is made up of ITV1, the UK’s largest commercial TV channel in terms of audience share, and the UK’s leading portfolio of digital channels - ITV2, ITV3 and ITV4. Annually ITV invests around £1 billion in content for its broadcast channels and its website itv.com.

Founded in 2009 by media professionals, TMS is an independent company specialising in television airtime sales and sponsorship and broadcast services. Based in London, TMS works under contract with digital broadcasters to provide commercial revenues for the channel through a mix of advertising, sponsorship and teleshopping.

 

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