Viacom18’s Rishtey Cineplex partners DSport to air Nidahas Trophy in Hindi

MUMBAI: In an industry-first initiative, Discovery Communications India’s sports channel DSport channel joined hands with Viacom18 to live telecast the NIDAHAS Trophy 2018.

As part of the partnership, DSport will telecast English commentary while Viacom18-owned Hindi movie channel Rishtey Cineplex and Cineplex HD will feature Hindi commentary for the tournament. This is the first time, the network will broadcast a live cricket event.

The partnership will help in expanding the reach of the tournament as Rishtey Cineplex reaches out to 460 million individual viewers across India (urban and rural). Cineplex HD will further add to the enhanced viewer base by taking the prestigious tourney to a premium Hindi content consumer base.

The tournament featuring seven International T20 matches will be played from 6-18 March.

Explaining the rationale behind the partnership, Viacom18 Group CEO Sudhanshu Vats 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. 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,” Viacom18 COO Raj Nayak.

Commenting on the partnership, DSport business head TS Panesar 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.”

This tri-nation internationalT20 tournament will follow a round robin format with all the three teams playing each other twice, and the top two progressing to the final to be played on March 18th, 2018. All the matches will be played at the R. Premadasa Stadium in Colombo.

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