ITV buys IPL 2010 live cricket rights for UK fans

The third season of the Indian Premier League, to be held from March 12 to April 25, can be seen by cricket fans in the United Kingdom on ITV, the Twenty20 League’s commissioner Lalit Modi announced on Thursday.

“The UK market has traditionally been very difficult to crack and Sky TV has always been difficult to deal with and that’s why this deal with ITV, which is the oldest commercial broadcaster in the UK, is very huge for us,” said Modi at a media conference here.

“This is the first deal with a free-to-air broadcaster outside India. It’s an extremely important deal for us. ITV, which has twenty million subscribers, has not broadcast cricket for a long time,” the IPL chief said.

“The deal at present is only for the 2010 season,” he added.

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