Star India will offer streamed and video-on-demand (VOD) content from this year's Indian Premier League (IPL) cricket tournament, after reaching a licensing agreement with digital distribution rights holder Times Internet.
"We have been offering our users IPL for three years, and it continues to be a major driver in consumption and brand, recognised as one of the largest online video events worldwide with rapid growth. Our partnership with Star will enable an even larger reach for the property across digital devices," said Satyan Gajwani, chief executive officer, Times Internet
The companies will jointly market the proposition, although Star India will be solely responsible for advertising sales and e-commerce attributes.
"At a time when more and more fans are following sports across multiple screens, our aim is to deliver an experience for them that is even better than what is on television. This partnership signals our continuing efforts to transform sports and the digital experience," said Sanjay Gupta, chief operating officer, Star India.
"We want to make IPL the world's largest sporting event on a digital platform this year."
Last year, IPL online witnessed a 56% growth in unique visitors, with over 200 million video views, the companies said.