ITV can challenge Sky cricket coverage after securing IPL rights, says Lalit Modi

By Nick Hoult Published: 2:34PM GMT 04 March 2010

Free-to-air: Lalit Modi (right) assured of bringing IPL to wider assembly Photo: AP

The IPL yesterday reliable a one year understanding with ITV who will show live movement from the leagues 59 matches starting with a fantastic opening rite in Mumbai subsequent Friday.

The Dailyrevealed yesterday that ITV were on the verge of receiving their initial incursion in to cricket report for some-more than thirty years with the IPL understanding that will see matches screened on freeview channel, ITV 4.

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The proclamation of the understanding was finished usually twenty-four hours prior to the finish of a Government conference in to the commentary of a row led by David Davies, that endorsed last year that home Ashes array be listed for free to air radio only.

The England & Wales Cricket Board have lobbied tough for the Department of Culture, Media and Sport to omit the Davies letter of reference with county clubs, and weed roots organisations, contacting their internal MPs notice of the extreme cut in appropriation they face if the ECBs capability to come to terms a promote understanding is hampered.

But Modi believes ITV have the intensity to opposition Sky if they are equates to to successfully hoop the IPL contract.

"I think they can give Sky a run for their money," Modi told the Daily Telegraph. "I think they will have an stroke and if they have a great feeling with us afterwards because not bend out. For us this understanding is all about reach, reach, reach. We wish the limit series of eyeballs to see the product.

"ITV suggest us the event to reach a large UK market. Sky have a short reach and cannot compare the assembly share that ITV could suggest us. It is critical for us to set up a base. Sky longed for it but they looked at their schedules and didnt wish to compensate for it (IPL). This is a big deteriorate for us and we need to set up on all the work we have done."

It stays to be seen if ITV has the go through for scheduling cricket but with 4 channels, together with the heavenly body output, and with the BBC display small seductiveness in returning to cricket broadcasting, there is an event to take a little of the marketplace share.

Modi additionally reliable yesterday that the IPL will be shown on the ITV website that equates to the matches promote on youtube, that has sealed a tellurian understanding with the IPL, will be accessible with a short check of a couple of minutes.

"In usually dual years, the IPL has already determined itself as one of the world"s majority high-profile and sparkling sports events, that attracts a little of the really most appropriate cricketers from around the globe," pronounced Zai Bennett, ITV"s executive of digital channels and acquisitions.

"It is an sparkling merger for one of the UK"s fastest flourishing digital channels and we"re gay to be equates to to suggest the total contest free-to-air to the viewers."