New Delhi -- Cricket is big business in India. Sports marketer and TV production company, Nimbus Communications Ltd should know, the company recently acquired the radio and TV broadcast rights for all international Cricket matches to be played in India for four years for US$612 million.
Having spent this huge sum, it has decided to leverage marketing income by launching its own 24-hour pay-TV sports channel in October 2006. Two further channels will be started before September 2007. They will cater to sports entertainment and sports news.
Channel names have not been released yet.
The Cricket change is expected to open at the time of the Afro-Asia Cup to be held in India.
For Pakistan, Nimbus has licensed the rights to GEO TV.