In a rather surprise move, Joost has won the rights to show on-demand match highlights across the Indian subcontinent. It appears rights were given by Nimbus Sport, a sports rights agency which won the mobile and internet rights to matches in parts of Asia, Middle East, Africa and Europe when the league first auctioned those media rights separately last summer. Matches will form a dedicated Joost channel and will come with ad funding.
It’s still a rather piecemeal approach to building repertoire – but when was multiterritory TV content licensing ever not thus? At Mipcom in October, Joost hinted to paidContent:UK it would seek European sports rights to follow the arrangement it inked with America’s MLB baseball league. It last week started testing live streams and will tomorrow test live match streams from US basketball’s NCAA March Madness series.