Indiatimes 58888, the mobile division of Times Internet Limited (TIL), has bagged the mobile content rights of ICC Cricket World Cup 2011. The tournament commences on February 19.
Ajay Vaishnavi, director, telecom, Times Internet, says, “TIL has tied up with Reliance Communications to get the mobile content rights, including text, audio and video content, of the matches. Reliance Communications is the global mobile content partner of ICC Cricket World Cup 2011.
As per the deal, TIL will re-package and re-distribute the content to earn revenue. The ICC World Cup mobile content will be available through SMS, audio (live commentary and ring back tones), video clips and pictures.
The mobile content rights bagged by TIL do not include the rights of live video streaming of the matches. Mobile service provider Vodafone Essar has the live streaming rights of ESPN-STAR Sports’ coverage of the matches.
Apart from distribution of content through the SMS medium, the firm has also established a mobile site (Worldcup.Indiatimes.com), where it will post videos and audio clips, along with news related to the cricket matches. TIL will also tie up with other mobile operators and provide them the mobile content of the ICC World Cup.
To monetise the mobile content, TIL will use advertisements and paid subscription models, says Vaishnavi. The company plans to roll out various SMS packages such as cricket score/news updates as part of the paid subscription model.