NEW DELHI: Times Group‘s digital arm Times Internet, which has the new media rights for IPL till 2014, has has roped in Coca-Cola, Samsung and Maruti as premium sponsors while Kotak Mahindra Bank, Hero Honda, Citi Bank, E Bay, and Karbonn Mobiles and Hindustan Unilever have come on board as associate sponsors.

According to Times Internet CEO Rishi Khiani while premium sponsors have paid between Rs 35 to Rs 50 million, the associate sponsors have forked out between Rs 15 to Rs 30 million.

Times Internet has also tied up with All India Radio to get audio commentary for the IPL matches. AIR will sell the ad spots. The website has offered to share revenues equally with the government‘s radio channel in the tie-up, the details of which would be worked out by before IPL begins.

Times Internet has designed a multi-faceted interactive site on Indiatimes.com for the upcoming IPL season.

A number of new features has been introduced this year, including active scorecards, high-definition streaming of IPL matches, DVR features (to rewind during a match), and video-on-demand facility.

The company has also tied up with Google to provide match streaming on YouTube besides tying in IPL teams as digital partner.

It will have high-definition streaming of the matches, which will adapt to slow data speeds and bandwidth availability and offer buffer-free viewing. It has also created applications for Android, iPhone and iPad.

The new live streaming feature will allow fans to go back on the time-line and watch any part of the match that they may have missed. The new video-on-demand feature has match highlights such as fours, sixes and face-offs between players.