MUMBAI: The Olympic Council of Asia has entered into a long-term deal with MP & Silva, an international sports media company, which will see the latter becoming global media rights distribution partner for all OCA organised events.

Some of the properties that MP & Silva will work on include the 2012 Haiyang Asian Beach Games, 2013 Asian Indoor and Martial Arts Games in Incheon, 2013 Asian Youth Games in Nanjing, 2013 Asian Unity Games in the Philippines, 2014 Phuket Asian Beach Games and the 2014 Incheon Asian Games, which is the OCA?s falg-ship event which sees participation from a record 45 countries and is second only to Olympics in terms scale and size.

The agency will work in close coordination with OCA?s marketing agency Dentsu for the distribution of these rights.

OCA Director General and Technical Director Husain Al-Musallam added, "Through this partnership we are really engaging fans on a global scale, giving them the opportunity to follow all our competitions and to embrace the excitement surrounding the Asian Games."

MP & Silva has established itself as the leading sports media agency in Asia with offices in Beijing, Dubai, Hanoi, Singapore and Tokyo providing over 5,000 hours of programming to over 70 broadcasters, including CCTV, Al Jazeera, Starhub, NHK, J Sports, KBS, SBS and MBC.

The company?s Asian portfolio includes a wide range of European football championships such as Italian Serie A, English Premier League, Spanish La Liga and others, as well as Fifa 2014 World Cup qualifying matches rights.

?MP & Silva has developed very strong links with Asian and Middle Eastern broadcasters and sports governing bodies over the years, and having the chance to be part of the Asian Games? media strategy and distribution is incredibly rewarding to us,? said MP & Silva Group CEO Andrea Radrizzani.

?In our capacity as Partner we will also act as media advisor in order to guarantee the highest level of production guidelines and innovation ? including digital strategy and on social media portals. Our objective is to contribute to the success of the Olympic Asian sports movement and improve its reach to other regions of the world.?

MUMBAI: Hindi movie and events channel Max, has launched a new James Bond films festival Bond Shukravar, wherein the channel is airing one Bond movie in Hindi every Friday at 8 pm.

The channel has picked up some of the best Bond films that are known for their exhilarating plots revolving around infiltrators and international crime with Bond girls adding glamour to the stories.

The films that would be shown include: Golden Eye, Quantum of Solace, Never Say Never Again, The World is Not Enough, Tomorrow Never Dies and Octopussy.

Max EVP & business head Neeraj Vyas said, "Hollywood movies have developed a huge fan following in India, and there is a significant viewership for these films when made relevant to the Indian audiences.

"We are delighted to showcase these evergreen James Bond movies to the viewers and yet again drive home the fact that MAX brings only the best of entertainment."

To promote Bond Shukravaar, the channel has taken the positioning of Asli mard dekhega zaroor and has rolled out a campaign spanning across on-air, outdoor, radio contests, on-ground activations and a comprehensive online plan consisting of virals, online games, contests and social media.