The Midlands most popular Asian radio station Sabras Radio has tied up with India’s leading Hindi news channel ZEE News for cricket updates during the World Cup.
It۪s the first time ZEE News has tied up with commercial broadcaster Sabras Radio, situated in Leicester.
As part of the deal, Sabras Radio will use ZEE News reporters Shivendra Kumar Singh and Rohit Sardana who are based in the West Indies to bring score updates up to four times per day. The reporters will present their regular stints for ZEE News, with a separate live update for Sabras Radio.
The live updates from Singh and Sardana will air on the following Sabras shows:
Late Drive (6-8pm)
Humrahi (10pm onwards)
Bollywood Buzz (9am-12pm)
Gujarati Sabras (2-4pm)
Sports Live! (4-6pm)
Desi-Mash Up (9pm onwards)
Sunday Breakfast (9am-12pm)
Set The Tone (6-8pm)
Sunday Delights (8-10pm)
ZEE News will also be bringing its expertise on Sabras Radio through any breaking news from the World Cup directly to Sabras listeners.
As well as the association with ZEE News, Sabras Radio will bring independent score updates from each match daily from 13:30/14:30 until match-end.
Sabras Radio has been on a high recently with bagging an exclusive radio interview with Shilpa Shetty after her ‘Big Brother’ win. The station also boasts of exclusive coverage of Amitabh Bachchan’s visit to Leicester last year. Last week, Sabras Radio revamped it weekday schedule with a complete new on-air sound.
The Cricket World Cup began earlier today with hosts West Indies taking on Pakistan. The tournament continues until the end of April.
The UK TV rights for the Cricket World Cup lie with Sky Sports, with BBC handling exclusive World Cup coverage on UK radio.