A senior industry leader privy to the development, said, “It’s a very bold yet rational strategy by Viacom18 to strengthen its live cricket portfolio especially when other broadcasters are fearful of investing with international cricket boards. After all, it’s an Indian cricket event only, with all 3 India playing T20Is in primetime. Both from a content and statement point of view it makes complete sense. More so, last-minute deals are the most lucrative ones where the probability of making money is highest. Lastly, it indicates that the network will be bullish to acquire the BCCI home series rights too and make JioCinema the home for live cricket digital broadcast.”
Viacom18 has bagged media rights to the upcoming India tour of Ireland 2023, according to SportsMint's sources.
sportsmintmedia.com