MUMBAI:Targeted Marketing Solutions (TMS) has acquired the rights to sell airtime and sponsorship of ITV‘s coverage of the IPL in the UK.

With India winning the World Cup and a huge following for the game amongst the South Asians in UK, ITV has decided to market the appeal of IPL to that audience. ITV has partnered with TMS (Targeted Marketing Solutions) Ltd to penetrate into this local market.

Recently, ITV secured a new four year deal with Nimbus Communications for the UK broadcast rights for Indian Premier League. Under the new agreement, live coverage of IPL matches will be broadcast free-to-air on ITV4 and simulcast live on ITV.com.

The fourth season of the Indian Premier League kicked off on 8 April and runs over 74 matches to 28 May.

ITV4 coverage will be produced by ITV Sport. Matt Smith presents live coverage of the opening match of season four. Joining Matt Smith throughout the tournament will be a host of big names from the world of cricket, including broadcaster and journalist Simon Hughes, current England Twenty20 captain Paul Collingwood, and former England internationals Alec Stewart, Mark Butcher, Dimitri Mascarenhas and
Vikram Solanki.

ITV Group Account Director Leon Barnett said: “We are delighted to be working with TMS during the IPL cricket. TMS has an excellent knowledge of the South Asian advertiser market and we are confident that this association will open up new opportunities during the tournament.”