Neo's going places, expects 60 per cent jump in subscriber base

By , agencyfaqs!, New Delhi | In Media Publishing | October 05, 2007
Nimbus Sport has signed up Setanta Sports Australia for BCCI and BCB cricket

Nimbus Sport & #BANNER1 & # International has inked an agreement with Australia's newest sports channel - Setanta Sports - to provide exclusive live coverage in Australia of a range of Indian and Bangladeshi international cricket events from 2007 to 2009.

Setanta will cover Pakistan's tour of India in November-December 2007 as well as South Africa's tour of the subcontinent in 2008. Setanta will also show all Bangladesh Cricket Board (BCB) international cricket during 2008 and 2009, including tours to Bangladesh by India, South Africa and Sri Lanka. In all, Setanta will show 13 Test matches and 19 one-day internationals (ODIs).

With this deal and another deal in East Asia, the channel expects a jump of 60 per cent in viewership. Neo is available with flexible subscription options on the Pehla network - Pehla Silver and Pehla Gold.

"Together with Setanta, we will give the large South Asian community in Australia the chance to follow their favourite sport live on TV," says Digvijay Singh, CEO, Nimbus Sport.

"This is an exciting time for Setanta Sports as we launch our new residential channel on Foxtel and Austar in Australia," said Conor Woods, general manager, Setanta Sports Australia. "Setanta Sports is committed to offering the best international sports, and the Indian and Bangladeshi cricket will be a key part of our programming."

A market survey earlier this year in Australia (the Sweeney Sports Report) found that cricket is the most popular sport in the country, ahead of swimming and Australian Rules Football.

Nimbus Sport acquired the global media rights to India's home matches from the Board of Control for Cricket in India (BCCI) in 2006 for the four-year period until March 2010, and to Bangladesh's home matches from the Bangladesh Cricket Board (BCB) for the six-year period till 2012.