Technology

Reliance Communications to distribute ICC World Twenty20 mobile content

MUMBAI: With two weeks to go before the West Indian party begins at the International Cricket Council (ICC) World Twenty20 2010, ICC global partner Reliance Communications is set to bring the atmosphere of world-class cricket from the Caribbean directly to the mobile handset.


The official ICC World Twenty20 West Indies 2010 mobile services will include live audio commentary, match action video clips, wallpapers, ring tone, caller ring-back tune, score updates and other features. It will be available for a wide range of mobile devices including the iPhone and BlackBerry.
 
Licensing Opportunity: To extend the reach of the official services, Reliance Communications is keen to tie up with established mobile operators in key cricket territories so that fans located in the United Kingdom, Australia, India, Pakistan, Ireland, Sri Lanka, South Africa, New Zealand and the West Indies can enjoy the action and excitement of international Twenty20 cricket.


ICC Mobile Rights Protection: The appetite for cricket content delivered via mobile phone is growing rapidly in countries such as India, where internet penetration and even television coverage is not fully developed outside of major cities. However, since the market is still in its infancy there is a general lack of understanding as to what constitutes permissible non-rights holder coverage of cricket and other sports. 
 
To safeguard the value of the ICC mobile rights and to encourage take up of the official services, ICC has issued an advisory notice which explains the process by which interested parties will be able to partner with Reliance Communications. It should be noted that ICC and Reliance Communications will monitor mobile services during the event in the West Indies and may impose legal proceedings against any infringers of the exclusive rights granted by ICC to Reliance Communications.
 

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