MUMBAI: The F?d?ration Fran?aise de Tennis (FFT) and MP & Silva have said that the first year of their collaboration in distributing the European media rights for Roland Garros has seen increased hours of coverage, higher audiences and new channels showing the tournament.

The collaboration with MP & Silva is the first time the FFT has chosen to partner with an agency in Europe following an over 30-year partnership with the European Broadcasting Union.

For the 2012 tournament outside of the home nation (France), European broadcast partners showed over 7,800 hours of coverage across 50 channels, an increase from the 6,629 hours of coverage across 42 channels in 2011.

Of the 25 broadcast partners for 2012, 12 were new, with the likes of ITV in the UK, Cuatro in Spain, PRVA TV and B92 in Serbia, Czech TV in Czech Republic and NTV in Turkey showing action from Roland Garros for the first time.

In keeping with the FFT?s commitment to ensure the widest possible audience for its event, MP & Silva secured free-to-air coverage in 22 countries, up from 20 in 2011. Pay-TV coverage was provided by Eurosport across Europe and by Canal+ in Spain.

FFT?s Media & Sponsorship Director Michel Grach said, ?Our aim is to develop our relationships with MP & Silva and our new broadcasters still further, and to continue to improve the quality and quantity of Roland Garros coverage for tennis fans and tournament partners worldwide."

The 2012 distribution generated 18.8 billion viewing minutes (where one person watching for one minute equals one viewing minute) for the tournament, a 17 per cent increase on the 16 billion viewing minutes achieved in 2011.

Excluding audiences on Eurosport, the 2012 tournament generated 10.8 billion viewing minutes, a 6 per-cent increase on the 10.2 billion viewing minutes for the 2011 event.

The increased audience was achieved despite the overlap this year with Euro 2012 and the poor weather conditions for the men?s final, traditionally the biggest viewing peak of the tournament. Persistent rain forced the conclusion of the match to be postponed 24 hours and it eventually finished on Monday 11 June.

The rain interruptions on the Sunday meant that coverage ended up clashing with Euro 2012?s Spain v Italy group stage match and Formula One?s Canadian Grand Prix in Montreal.

MP & Silva Group CEO Andrea Radrizzani said, "We are extremely happy with the results of the first year of our partnership with Roland Garros. We have worked together with the Federation with full transparency in every deal done with every broadcaster."

MUMBAI: Discovery Channel?s new series East To West is set to premiere on 21 May and will be aired every Monday at 8 pm. It examines the role that Middle East has played in shaping world history and Western civilisation.

The show will follow the flow of civilisation from the foundation of science, monotheism, artistic expression, commerce, civil rights and justice.

Middle East was an economic, scientific and cultural centre of the world which has been a vital link between the continents of Asia, Africa and Europe for millennia. This land from ancient times has shaped the modern world, giving it agriculture, cities and the belief in God.

Discovery Networks Asia-Pacific senior vice president and general manager ? South Asia Rahul Johri said, ?Shot in high definition, East to West is a landmark series which traces the story of the birth and growth of civilization in the Middle East and its huge influence on the West. With deep insight into history and picturesque visuals, it should immensely appeal to the Indian audience.?

The show covers the evolution of civilisation through its early stages like the rise of agriculture, governance and writing in Mesopotamia and travels to ancient Babylon (Iraq) and Mari (Syria) to explore the world?s earliest cities. The seven-part series includes episodes named Between Two Rivers, The Triumph of Monotheism, A Force from the Desert, The Muslim Renaissance, The Asian Crucible, The Rise of the Ottomans and The Ottomans and the West.