Novi Digital Entertainment, a subsidiary of Star India, has bagged the mobile and Internet rights for the Indian Premier League for the next three seasons, said an announcement by the Board of Control for Cricket in India (BCCI).
The rights were awarded for a cumulative fee of ₹302.2 crore for three seasons from 2015, which the BCCI said was substantially higher than the fee for the previous period.
The BCCI said it had received bids from three entities — Times Internet, Multi Screen Media and Novi Digital Entertainment.
The Board also got sponsors for the ‘Strategic Time-out’ taken during each innings of the T20 tournament for a cumulative amount of ₹31.5 crore for three seasons.
The upcoming seasons of the Pepsi IPL will be broadcast across the world through every technological medium available, thus reaching an even larger audience.
The digital medium, for instance, is rapidly gaining in terms of popularity and usage, with more and more fans relying on digital devices to follow their favourite teams and players before, during and after the matches.
“The Pepsi IPL will aim to enhance the viewing, digital and interactive experience for cricket fans across the globe, by introducing diverse consumer-friendly innovations that will bring them closer to the action in their favourite sporting league,” the BCCI announcement said.