Viacom18 bags TV & digital rights for Abu Dhabi T10 series

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Viacom18 has been awarded the TV and digital rights for the upcoming Abu Dhabi T10 series.

The 34-match tournament, which is scheduled to take place from 19th November 2021, will air live on Colors Cineplex SD (Hindi), Colors Cineplex HD (English), Rishtey Cineplex (Hindi), Voot and Jio.

The eight teams will be represented by 20 nations including cricket veterans like Irfran Pathan, Yusuf Pathan, Shahid Afridi, Muhammad Amir, Eoin Morgan, David Miller, Dawid Malan, Faf Du Plessis, Jason Roy, Chris Gayle, Dwaye Bravo, Kieron Pollard, Colin Munro, Babar Azam, Wahab Riaz, Imran Tahir and others.

Speaking about the partnership Nina Elavia Jaipuria, Head – Hindi Mass Entertainment and Kids TV Network, Viacom 18 said, “Sporting events have always attracted a wide spectrum of audiences and we have been successfully experimenting with sports content on our network. The Abu Dhabi T10 collaboration is a bold step in further enhancing our sports content mix and we are hopeful it will help us expand our viewer and sponsor base.”

Rohan Lavsi, Business Head – Hindi Movies Cluster, Viacom18 added, “We are excited to bring to our extensive cricket fanbase in India the unique, snackable, high-energy T10 format. It is our vision and constant endeavour to present our viewers with an unmatched entertainment experience that doesn’t require an episodic commitment. Movies and sports fit this vision and in that sense are quite complimentary as a variated content mix. This belief has been validated by both our viewers and advertisers as we witnessed significant uptakes whenever we have showcased sports – be it the NIDAHAS Trophy or the RSWS.”

Mr. Matthew Boucher, CEO of Abu Dhabi Cricket said, “Broadcasting the Abu Dhabi T10 to homes in the Indian Subcontinent on one of the leading television and streaming channels in the country makes this media agreement truly unique as global multiplatform viewership is a priority for us as a host destination partner. Together with the Abu Dhabi Sports Council and the Department of Culture & Tourism Abu Dhabi, we are thrilled to continually evolve the Abu Dhabi T10 into an event that drives growing audiences every year – digitally and otherwise.”

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