Reliance ADA Group soon to be launched DTH venture Big TV has bagged the official direct-to-home (DTH) partnership for the BCCI's Twenty20 cricket tournament Indian Premier League (IPL) with a bid of $31.16 million (about Rs 137 crore) for the next four years.
According to industry sources, Big TV outbid the only other contender Airtel Digital TV- the Bharti direct to home service which is also expected to be launched soon- which had put in a bid of $ 30.28 million for the same number of years.
Rajesh Sawhney, president of Reliance Entertainment said in a statement: "We at Big TV are excited at being chosen the DTH partner of the DLF IPL.As an official partner of this premier event, Big TV will play its role in the enhancement of the League and in the process add to its own business and public profile." Bharti Airtel however declined to comment on the issue.
The tender for the DTH partner was held today and only BigTV and Airtel Digital TV bid for it, the sources added. Under the terms, BigTV will be contributing Rs 34.27 crore per year as part of its commitment to the IPL as the official DTH partner.
IPL had signed up the likes of Pepsi and Kingfisher Airlines as the official beverage and airline partners respectively. The league had also roped in Hero Honda, Citibank, ITC Welcomgroup and Vodafone as other official partners.
For Reliance ADAG, this is a continuation of its relationship with cricket after the official sponsorship by group firm Reliance Communications in the Twenty20 World Cup held in South Africa last year.
Reliance Communications is also the official sponsor for ICC player rankings.
