Viacom18, a prominent media conglomerate, has successfully secured the coveted television and digital broadcasting rights for international cricket matches set to take place in India over the next five years, encompassing the 2023-2028 period. This strategic move solidifies Viacom18’s position in the sports broadcasting landscape.

Under this arrangement, Sports18, a Viacom18 subsidiary, will be the designated channel for televising both domestic and international cricket matches.

Concurrently, the matches will be available for live streaming on the JioCinema platform, operating as an Over-The-Top (OTT) service. This comprehensive approach ensures that cricket enthusiasts can enjoy the action on their preferred platforms.

The broadcast cycle, commencing in September 2023 and concluding in March 2028, promises a cricketing extravaganza, featuring a significant tally of bilateral matches involving India.

The lineup comprises a diverse range of formats, including 25 Test matches, 27 One Day Internationals (ODIs), and 36 Twenty20 Internationals (T20Is). Notably, the number of matches might potentially increase from the stipulated 88, reaching up to 102 matches.

The recent e-auction held on August 31 witnessed intense competition among three major contenders: Disney Star, Sony Pictures Network India, and Viacom 18. Ultimately, Viacom18 emerged victorious, securing the rights to broadcast these cricketing spectacles. This development showcases Viacom18’s commitment to offering exceptional sports content to its audience.

In an insightful comparison, the lucrative Indian Premier League (IPL) media rights for the 2023-2027 period garnered immense attention. The rights were awarded at a staggering sum of Rs 48,940 crore, or approximately $5.2 billion, in the preceding year.

This remarkable figure underlines the significant commercial value of cricket in India. It is noteworthy that Viacom18 and Disney Star had previously clinched the digital and television rights for IPL, respectively.

The financial dynamics of the recently secured rights are equally noteworthy. The Invitation to Tender (ITT) outlined a base price of Rs 20 crore per match for television rights, and Rs 25 crore per match for digital rights. This aggregated to a base price of Rs 45 crore for each India match, slated for broadcasting across the subcontinent.

However, the Board of Control for Cricket in India (BCCI) explicitly stated that it retains the prerogative to annul the e-auction if the collective value of each match falls below the Rs 60 crore benchmark.


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By Ritik Sharma

A common man who is doing calm se kaam, a failed cricketer, still in love with it. Establishing my journey into Journalism & if you love my articles then share it with your dear ones Instagram - @ritiksharma45