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DSport to share cricket coverage with Viacom18

Indian media group Viacom18 has struck a sublicensing deal with Indian pay-television broadcaster DSport to broadcast coverage of the upcoming Nidahas Trophy Twenty cricket tournament.

Viacom18-owned entertainment channels, Rishtey Cineplex and Cineplex HD, will offer Hindi commentary of the competition, while DSport will retain English-language rights.

“Sports broadcasting is a bit of a business conundrum,” Viacom18 group chief executive Sudhanshu Vats said. “It represents sizeable opportunity, but the cost of entry tends to be prohibitive. It has been a white space that we have continuously been evaluating and this association with DSport… provides us with a fertile testing ground.”

DSport, which is owned by media company Discovery Communications, announced earlier this month that it had acquired exclusive rights to the tournament in order to offer coverage of India’s national cricket team for the first time.

The tournament is due to take place from March 8-20 and will feature India, Bangladesh and host nation Sri Lanka. The competition, which is being staged to celebrate Sri Lanka's 70th year of independence, will be held at R. Premadasa International Cricket Stadium in Colombo.