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MUMBAI: The Pehla broadcast platform and Dubai-based Ten Sports
have secured India cricket telecast rights for the Middle East region
from Nimbus Sports for approximately $ 8-9 million.
The deal has been done in principle and Ten Sports began airing
the matches from Day 3 of the just-concluded Nagpur Test.
According to a statement issued by Pehla, despite the huge cost of
acquisition incurred by the Pehla-Ten Sports combine, the effect on
the viewers has been kept to a minimum.
As a direct result of this, the subscription rates for all packages
showcasing cricket, including Pehla Silver and Gold, e-Pehla Silver
and Gold, FirstNet Sports and Gold and e-FirstNet Sports and Gold
packages have been increased by Dh 4.
Ten Sports vice president programming Peter Hutton was quoted in
a media report as saying, "We have always been very determined
in our efforts in bringing top-class live cricket and other international
sporting events to the viewers in the region. Perhaps it is this
determination that has helped tilt the balance in favour of the
Pehla-Ten Sports combine."
Hutton added that since Nimbus had to pay an astronomical amount
to get the rights from BCCI, the television channels were expected
to pay an equally high amount to obtain the rights from Nimbus.
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