Considering the large usage of SMS based contests for various sports properties owned by ESS, this tie-up will add substantial value to all mobile subscribers and will provide a reason for them to SMS to the Yahoo! short code 8243.

ESS has exclusive telecast rights for the Indian Oil Asia Cup, which is starting from 16 July in Sri Lanka. Besides the big three India, Pakistan and Sri Lanka, teams from UAE, Hong Kong and Bangladesh will fight for the Asian crown.

Building on synergies of ESS' quality coverage and content and Yahoo! India's multifunction SMS architecture, the service will provide real-time, interactive coverage through Indian Oil Asia Cup. The service will enable mobile subscribers to get scores and access customised content like polls, exclusive contests, trivia and way more by sending SMS to 8243.

ESPN Software India Pvt. Ltd managing director RC Venkateish said, "IndianOil Asia Cup will mark the beginning of a landmark initiative by our company, the simultaneous telecast of Hindi and English programming."

Announcing the same Yahoo! India country head Neville Taraporewalla said, "Yahoo! India has always been a popular destination for cricket lovers. Our association with ESS is a step forward in providing high-definition SMS content over our Yahoo! short code 8243. This alliance now gives subscribers access to the next generation cricket content on their handsets. The use of Yahoo's SMS backbone in providing content from IndianOil Asia Cup and then moving on to other exciting sports properties in the future demonstrates the continually widening range of possible applications in the wireless space for the benefit of our viewers."