Sony-owned Indian broadcaster Multi Screen Media will offer the first Bengali language feed for the Indian Premier League during the forthcoming 2015 season of the Twenty20 cricket competition.
MSM will use its Bengali entertainment channel Sony Aath for the coverage, which will run from the opening ceremony on April 7 and take in all 60 scheduled matches.
The channel will also show the ‘India Ka Tyohaar’ marketing campaign to promote the IPL.
MSM senior vice-president Tushar Shah, who also manages the operations of Sony Aath, said, according to the IndianTelevision.com website: “We believe this initiative will not only help further expand the popularity of the nation’s most beloved cricketing tournament but also augment a larger fan base for the channel.”
Last year, Sony Aath aired Bengali coverage of national team football tournament the Fifa World Cup.