MUMBAI: A few days ago the ICC Development International (IDI), and the Sportsbrand Media Group reached a three year agreement to produce and distribute on a worldwide basis a cricket news programme called ‘ICC Cricket World.

IDI is the commercial arm of the International Cricket Council (ICC). Sportsbrand is an international sports marketing company,

The show has started airing on Channel 4 and BskyB in the UK. It will also be seen in India, Pakistan, Sri Lanka among other countries. The 24 minute weekly show covers the news of cricket from around the globe including all Test matches and One Day Internationals. The show also has off-field features and interviews in order to add colour and human interest perspectives.

IDI MD Malcolm Speed explained that the programme will help ensure that cricket fans from around the world are able to keep in touch with the latest cricket news. He was quoted in an official release saying, "There is enormous worldwide interest in televised cricket and this programme is a key component of the ICC’s mission to promote the game as a global sport".