MUMBAI: After experimenting with three IPL matches last season, Times Internet and All India Radio (AIR) has partnered yet again to broadcast live commentary of 33 selected Pepsi IPL 2013 matches over AIR’s national channel and FM Gold Network.
Speaking with Radionamusic.com, Times Internet CEO Satyan Gajwani said, “This is a one year sub licensing partnership deal between Times Internet (Pepsi IPL Internet, Mobile & Audio rights holder) and AIR. Under the deal, AIR will broadcast updates for all the IPL matches and provide live commentary for select 33 matches from the stadium venues. This is for IPL 2013.”
The updates of all matches will be broadcast on AIR FM Rainbow channel. Gajwani added, “This will help broaden the overall reach of IPL across India and also help monetize our audio rights.”
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This in way will help gain more audience outside metros as AIR reaches out to areas where private FM’s station fail to reach. “Last time we experimented with just last three games during the finals and the response was encouraging both from audiences and advertisers,” Gajwani said.
AIR director general LD Mandloi said, “Cricket works well locally, nationally and internationally. We air many sporting events like Kho Kho, Khabadi and cricket is one of them. AIR have partner Times Internet as it is yet another popular game which will enjoyed by audiences.”
The commentary will be broadcast in Hindi and English. The play off week of IPL will start on 21 May and the final will be held on 26 May in Kolkata. There were around 76 matches this season in IPL. The tournament features nine teams and is held from 3 April to 26 May 2013.
AIR’s home service comprises of 376 stations today located across the country, reaching nearly 92 per cent of the country’s area and 99.19 per cent of the total population.
