Television

Abu Dhabi T10 & Sony Pictures Networks India to capture massive global audience

SONY SIX & SONY TEN 3 channels to broadcast all 29 matches to audience of 700 million

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/09/26/Abu_Dhabi_T10.jpg?itok=H_Z1OsWW

MUMBAI: Sony Pictures Networks India (SPN) has joined with Abu Dhabi T10 as their official broadcast partner for the third consecutive year to bring the unique cricket extravaganza to a worldwide viewership of nearly a billion fans.

All twenty-nine Abu Dhabi T10 matches will be telecast live on Sony Pictures Network India’s massive viewer base of 700 million on Sony Six and Sony Ten 3 channels. In addition to this, SonyLIV and Jio will allow another 300 million viewers to live-stream the tournament on their mobile phones through their OTT platforms, bumping potential viewership numbers for the event to truly astronomical levels.

Sony Pictures Networks India, chief revenue officer, distribution and head – sports business Rajesh Kaul said, “Cricket dominates the viewership in India and our aim is to serve the interests of our viewers. The T10 League is extremely engaging and its fast-paced format has attracted a loyal following across demographics since its inaugural edition on Sony Pictures Networks in 2017. The T10 League is considered the latest avatar of the most watched sport in the country and this edition awaits a higher degree of thrill and excitement with the inclusion of some of the biggest names in the sport.”

The move comes as the next strategic step in positioning the Abu Dhabi T10 franchise as a truly world-class sporting spectacle, after moving to the United Arab Emirates capital and forging key partnerships with local government entities there.

The prime mover behind the deal and the originator of the only ICC-sanctioned ten-over cricket league in the world, T10 Sports Management chairman Shaji Ul Mulk, spoke glowingly about the significance of ten-over cricket and the new broadcast partnership: “This is a very fast format and I’m sure children will take a liking towards the league. It is like watching a football match, the action is over in 90 minutes and there is lot of drama and entertainment. It is the next big thing in the world of cricket. As the format gathers more fans, we want to make sure that no one is left disappointed and so we have partnered with Sony Pictures Networks India and Jio to telecast the cricket extravaganza live on their platforms.”

In addition to its massive subscriber base, Sony Pictures Networks India brings broadcast expertise and strong credentials to its part of the deal. The network is the premier destination for cricket in India, with rights to eight international cricket boards including England and Wales Cricket Board and was also the official broadcaster of the recently concluded Ashes.

On Monday, Sony representatives and Abu Dhabi T10 officials mingled with celebrities and cricket superstars to celebrate the partnership deal. England’s World Cup-winning captain Eoin Morgan and former India speedster Zaheer Khan were on hand as official ambassadors for the Abu Dhabi T10 which is set to kick off from 14 November 2019 to 24 November 2019 at the Zayed Cricket Stadium in the UAE capital.

Morgan spoke of the shift in perception with the new deal and the move to Abu Dhabi: “More people are watching because it’s a faster game and we’re playing in a city that loves to do things big. Big stars, big audiences, big action on the pitch. And players love playing in Abu Dhabi because it represents an audience that loves one-of-a-kind entertainments. That’s T10 in a nutshell.”

For this year’s Abu Dhabi T10, eight teams will face each another in 29 action-packed matches across 10 days. The star-studded line-up of international cricket talent shines a light on the game’s global appeal, with the likes of Australian icons Shane Watson and Cameron White, West Indians Darren Sammy, Andre Russell, Kieron Pollard and Dwayne Bravo; Sri Lankan duo Angelo Matthews and pacer Lasith Malinga; and Afghanistan’s Mohammad Shahzad and Rashid Khan all set to participate in November.

The global appeal of cricket and the attraction of Abu Dhabi as a travel and sporting destination create a winning formula for local government stakeholders, as well, including the Department of Culture and Tourism Abu Dhabi and Abu Dhabi Sports Council, according to CEO of Abu Dhabi Cricket, Matthew Boucher: “This media agreement is truly unique, broadcasting the destination of Abu Dhabi to over 700 million homes in India via 6 of the most renowned television and streaming channels in India. Together with the Department of Culture & Tourism Abu Dhabi we are thrilled to be partnering with Sony Pictures Network to amplify the Abu Dhabi T10 broadcast so comprehensively into one of our key source tourism markets.”

With potential viewership numbers approaching those of elite global sporting events such as the FIFA World Cup and the Olympics, some have speculated that the T10 format may play a key role in taking cricket to the Olympics as an official competitive sport.  

Former Indian pacer, Zaheer Khan, said, “The success of Abu Dhabi T10 can lead to greater things for cricket. As more people enjoy the game live or on TV, this can lead to greater development and the spread of cricket to other non-traditional countries.”   

During the first season of the league Kerala Knights were crowned as champions while second season saw Northern Warriors come out on top. This year with more international stars coming into the league, fans can expect more entertainment on the field with the level of cricket set to improve manifolds. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/barc.jpg?itok=jp15Prj_
BARC Week 36: Vi displaces Dettol as top brand

NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 5 August 2020 and 11 September 2020. The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/swa.jpg?itok=kXmsEwz0
SWA announces nominees for feature films category of SWA Awards 2020

MUMBAI: Screenwriters Association (SWA), the indian guild of screenwriters and lyricists, announced today the nominees for the feature films category of swa awards 2020. A jury comprising of eminent screenwriters selected five feature films under each of the sub-categories: best story, best...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/rain_0.jpg?itok=YRgfUDLc
Rainshine Entertainment and Five Fifty Five partner to produce stories

MUMBAI: Rainshine Entertainment and Five Fifty Five announce an exciting strategic joint venture, where the two companies will work together to develop, produce, and distribute extraordinary long and short-form film and TV formats, audio podcasts, and extended reality (XR) content for audiences...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/star.jpg?itok=QPAHwK58
Bigg Boss Telugu Season 4 launch rating breaks all records, dethrones Season 3

According to BARC data for Week 36'20, Star Maa continues to dominate the Telugu GEC . Bigg Boss Telugu Season 4 launch got massive ratings. This is one of the most successful launch of the reality show. This Season started with a bang. Termed as one of the most successful launch , the launch...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/bigboss2020800x800.jpg?itok=O4T27pw4
Bigg Boss 14: The brand countdown has begun

MUMBAI: A century. That’s what Viacom18 head of network sales Mahesh Shetty is hoping to hit with the fourteenth edition of celebrity reality show Bigg Boss. “It will be great if we manage to hit last year’s 100 advertiser landmark we did with the show,” says Shetty. Recently, the sales team once...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/ipl_0.jpg?itok=dhLgQAgm
Leveraging the power of IPL with limited outlays

MUMBAI: Newspapers and online news media have been flashing headlines how this company or that brand has invested huge outlays to get associated with the Dream11 Indian Premier League (IPL) as a sponsor. These numbers could cue that the IPL is out of bounds for in brand managers in mid-sized and...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/img_1.jpg?itok=haeCBriG
Disney Channel's 'Imagine That' opens to a successful launch week

Imagine That, the brand new property of Disney Channel, launched on 6 September at 9.30 am. The show focuses on tapping into the kid’s natural desire to explore and create through DIY.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/zee.jpg?itok=pfGrYaK0
ZEE Biskope presents yet another set of category firsts – the first brand song rap & the first Bhojpuri celebration of Dance Day

MUMBAI: Dance Day is a carnival of dance that is celebrated on the third Saturday of every September. Dance is an integral part of Indian entertainment, especially movies. Be it Kathak, Indian Classical, Western Popular, Jazz or just freestyle, Indian cinema has imbibed and elevated dance forms of...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/17/zeetv.jpg?itok=sINNLVN7
BARC week 36: Sony SAB replaces Zee TV on the pay platform

MUMBAI: Sony SAB has replaced Zee TV to secure second position on the pay platform however it continues to remain on third spot in the urban market in week 36 of 2020 (Saturday 5 September 2020 to Friday 11 September 2020) of Broadcast Audience Research Council of India (BARC) data. Dangal makes a...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required