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Sports Channel Neo Prime Acquires Broadcasting Rights To 2014 Asia Cup Cricket Tournament

Sports channel Neo Prime has "sealed the Indian broadcast rights" for the multi-nation 2014 Asia Cup cricket tournament, according to the PTI. In a "hotly contested sales process that saw significant interest from multiple broadcasters," Neo provided the best offer for the event and also secured the first right to renew for the next three Asia Cup tournaments leading up to '20. The rights acquired cover "viewership market of India as well as Bangladesh and Sri Lanka" (PTI, 1/24). IANS reported in India the cumulative reach of the Asia Cup 2012 was 122 million. This "effectively means" that almost 60% of TV viewers in India watched some part of the Asia Cup 2012 (IANS, 1/24).

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