Sahara India Wins The Four-year Cricket Telecast Rights For $70 Million

Business Standard: Cricket continues to be the biggest money spinner in India. Sahara India, an airline-media conglomerate, has beaten other leading companies like Reliance Infocomm, Airtel, Idea, and Indian Oil Corporation to win the telecast rights for cricket for the next four years. The deal is worth Rs 313 crore ($70 million), a record sum, and also four fold jump from what Sahara won the prevoius contract Rs 78 crore ($18 million). During the next four years, the Indian team is scheduled to play 44 Test matches and 110 One-Day Internationals.
I wonder if Board of Control for Cricket in India (BCCI) is dishing out digital media rights for cricket.

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