The sporting extravaganza will premiere LIVE on COLORS Cineplex SD (Hindi), COLORS Cineplex HD (English), Rishtey Cineplex (Hindi), Voot, and Jio starting 19 November. The multi-year partnership was facilitated by sports management firm RISE Worldwide.
Speaking about the partnership Viacom18, head- Hindi mass entertainment and kids TV network, Nina Elavia Jaipuria said, “Sporting events have always attracted a wide spectrum of audiences and we have been successfully experimenting with sports content on our network. The Abu Dhabi T10 collaboration is a bold step in further enhancing our sports content mix and we are hopeful it will help us expand our viewer and sponsor base.”
The format will have eight participating teams, each representing a region from the subcontinent. The team comprises Delhi Bulls, Pune Devils, Bangla Tigers, Deccan Gladiators, Maratha Arabians, Qalandars, Northern Warriors, and Team Abu Dhabi. The league will witness participation from cricketers like Irfan Pathan, Yusuf Pathan, Shahid Afridi, Muhammad Amir, Eoin Morgan, David Miller, Dawid Malan, Faf Du Plessis, Jason Roy, Chris Gayle, Dwayne Bravo, Kieron Pollard, Colin Munro, Babar Azam, Wahab Riaz, Imran Tahir and many more.
The tournament is sanctioned by ICC and licensed for ten years by Emirates Cricket Board. It will have 90 minutes of fast-paced 'cricketainment' spread over 34 matches, said the company in a media statement on Tuesday.
Viacom18, business head-Hindi movies cluster, Rohan Lavsi said, “It is our vision and constant endeavour to present our viewers with an unmatched entertainment experience that doesn’t require an episodic commitment. Movies and sports fit this vision and in that sense are quite complimentary as a variated content mix. This belief has been validated by both our viewers and advertisers as we witnessed significant uptakes whenever we have showcased sports – be it the NIDAHAS trophy or the RSWS.”
Abu Dhabi Cricket, CEO, Matthew Boucher said, “Broadcasting the Abu Dhabi T10 to homes in the Indian subcontinent on one of the leading television and streaming channels in the country makes this media agreement truly unique as a global multiplatform viewership is a priority for us as a host destination partner. Together with the Abu Dhabi Sports Council and the Department of Culture & Tourism Abu Dhabi, we are thrilled to continually evolve the Abu Dhabi T10 into an event that drives growing audiences every year – digitally and otherwise.”
T10 Sports Management, chairman, Shaji Ul Mulk said, “The Abu Dhabi T10 has grown by leaps and bounds over the past four seasons and has generated keen interest globally and gained tremendous traction in India. To our ever-growing list of fans and followers, we promise an even more exhilarating experience through one of India’s best media and entertainment networks- Viacom18”.
Emirates Cricket Board, general secretary, Mubashshir Usmani said, “Starting out in 2017, we are happy with the growth that Abu Dhabi T10 has achieved over the years. The advent of this league has provided a huge platform for our domestic players. The league has provided entertainment to cricket fans in India, and we are pleased that Viacom18 is now aligned with the league to further enhance the reach on its varied TV channels and digital platforms.”
