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Radio Mirchi ties up with ICC T-20

The radio broadcaster will provide live score updates of the Twenty20 World Cup 2016 on the go. It has also lined up marketing and programme initiatives, like contests, for its listeners

BestMediaInfo Bureau | Mumbai | March 16, 2016


Popular radio broadcaster, Radio Mirchi has partnered with ICC T-20 World Cup 2016 to provide live score updates of the T20 cricket series on radio.

To engage closely with its listeners, the radio station has lined up some interesting marketing and programming initiatives during the duration of the tournament, including a radio campaign called ‘Cup Wapsi’.

As the official ‘live updates’ partner, Radio Mirchi will broadcast match-related updates on the go. It will also run contests and some select winners will get tickets for the finale. Lucky winners may also get a chance to get themselves photographed with the trophy during Radio Mirchi’s four-city trophy tour.

Speaking of the partnership, Mahesh Shetty, COO, Radio Mirchi, said, “We are truly excited about the partnership we have forged with Channel 2 and ICC for the T-20 World Cup. It has always been our endeavour to give our listeners unique experiences and this association will help us deliver World Cup excitement in a very ‘Mirchidaar’ (spicy) manner. In addition to match updates, we have some really exciting promotions lined up which will not only interest our listeners, but also provide value to the sponsors who have come on board to support this initiative.”

Ajay Sethi, Chairman, Channel 2 Group Corporation, said, “We are delighted to licence Radio Mirchi as official ICC T20 live-and-delayed updates partner. We will fight against piracy in India for updates – live and delayed, and misuse of rights. With the support of ICC, we will be able to stop FM stations and sponsors who use these rights illegally.”

The Dubai-based Channel 2 Group has been appointed the ICC’s global rights partner for all its events from 2016 to 2023. According to the terms of the agreement, the Channel 2 Group will have global FM and AM rights, including exclusive distribution and sub-licensing rights for all the 17 ICC events from 2016 to 2023, starting with this month’s ICC T20 World Cup in India.

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