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DSport & Viacom18 tie-up for NIDAHAS Trophy 2018 coverage

Discovery Communications India’s DSport has acquired the rights for the NIDAHAS Trophy 2018.

The broadcaster has confirmed that it will telecast the cricket event live with English commentary. However, in a first, the channel has tied-up with Viacom18 for Hindi commentary of the matches to air on Rishtey Cineplex. This is the first time Viacom18 will air a cricket series.

Explaining the rationale behind the partnership, Sudhanshu Vats, Group CEO, Viacom18, said, “Sports broadcasting is a bit of a business conundrum – it represents a 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 to air the NIDAHAS tri series provides us with a fertile testing ground. As we endeavor to test waters with our very first broadcast of an international sporting property, what better than a cricket tri series involving the national team.”

“The future belongs to collaborative broadcasting and this association between Discovery’s DSPORT and Viacom18’s Rishtey Cineplex is a pioneering initiative that seeks to broaden the horizon of sports broadcasting in India,” said Raj Nayak, COO, Viacom18 adding, “Cricket is much more than a sport in this country – it is an emotion. With this collaboration, we will be taking this emotion to more than 460mn additional viewers in India.”

Commenting on the partnership, TS Panesar, Head of DSPORT Business, said, “In a first of its kind arrangement we are delighted to partner with Viacom18’s Rishtey Cineplex and Cineplex HD to bring Hindi telecast of the NIDAHAS trophy to millions of fans in India. The NIDAHAS trophy celebrates 70 years of Sri Lankan Independence and as such holds a special significance and we expect a keenly fought contest between India, Sri Lanka and Bangladesh.”

The tournament featuring seven International T20 matches will be played from 6th – 18th March. All the matches will be played at the R. Premadasa Stadium in Colombo.