Media and entertainment company Zee Entertainment Enterprises Ltd on Friday said around 108 million individual viewers across India have tuned in to its linear channels to watch the first nine of the inaugural season of the International League T20 (ILT20) being played in the UAE. matches.
ZEE has cited viewership data from BARC India.
The league is organized by the Emirates Cricket Board. It has six team format with 34 matches. A total of 84 international and 24 UAE-based players are participating and its teams include Abu Dhabi Knight Riders, owned by the parent company of Kolkata Knight Riders.
The other teams are the Desert Vipers owned by Lancer Capital; Dubai Capitals owned by GMR, co-owner of Delhi Capitals; Reliance Industries owned Adani Sportsline MI Emirates’ Gulf Giants and Sharjah Warriors owned by Capri Global.
Rahul Johri, President, Business, Zee Entertainment Enterprises Ltd. said, “We will continue to grow our sports broadcast business in a robust manner. We believe the ILT20 has the potential to deliver even stronger performance in the weeks ahead.”
The tournament sponsors are DP World, which has the title sponsorship, Paytm, PepsiCo-India owned Kurkure Plays, Kent RO and Gulf Oil.
According to a recent report, digital platforms are likely to increase revenue for sports 4,360 crore in FY26 1,540 crore in FY21, at a CAGR of 22%. This will improve sports subscription revenue for OTT players, says a report titled ‘Sports Broadcasting on TV: A match made in heaven’ by Confederation of Indian Industry (CII), KPMG and IBDF (Indian Broadcasting and Digital Foundation) .
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