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ESS wins worldwide TV rights for Asia Cup

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MUMBAI: ESPN Star Sports has won the worldwide telecast rights for next month's Asia Cup.

The rights, which include global exclusive television broadcast of the tournament, radio broadcast and on-ground sponsorships, cost ESS in the region of $ 9 million, information available with indiantelevision.com indicates.

The Asia Cup, which is to be played between India, Pakistan, Sri Lanka, Bangladesh, United Arab Emirates (UAE) and Hong Kong, will be held in Sri Lanka from 16 July to 2nd August.

RC Venkateish, managing director, ESPN Software India Pvt. Ltd., was quoted in an official release as saying, "We believe that the friendly telecast times and the fact that nine out of the 13 ODIs will be played under floodlights will add to the excitement and viewing convenience."

The Asia Cup telecast will include preview and review shows, special innovations, graphics, special interviews, reports and the ESS commentary team of the 'Few Good Men' who will be back in action. "In addition we are working on special initiatives to substantially boost the value we provide to our viewers, which will be announced in a few days." Venkateish said.

With the acquisition of the 2004 Asia Cup, ESS has a heavy duty cricketing property to showcase that adds to the lustre the telecast of the ongoing Euro 2004 soccer extravaganza is giving the channel as far as its profile is concerned.

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