Sports broadcaster Taj Television India Pvt Ltd has announced the launch of Ten Cricket - a dedicated 24-hour cricket channel. Ten Cricket will be the third channel from the broadcaster and it will commence transmission in the month of August 2010. The dedicated cricket channel will showcase a mix of live, non-live and feature programming. The channel will also broadcast live cricketing action from the top Test playing nations as well as customized content for the Indian audiences. Speaking on the occasion, Atul Pande, chief executive officer, Sports Business, ZEEL, said, “India as a sporting nation is fast transforming from a single sport to a multi-sport nation. As India’s leading sports broadcaster we understand that the sports consumption pattern of the Indian viewer raises the need for specialized differentiated sport channels and this is what we hope to deliver to our revered cricket viewers." In the next six months, Ten Cricket plans to telecast 8 Test Matches, 25 ODIs & 5 T20s. Ten Cricket will also telecast the India-South Africa series comprising 3 Test Matches, 5 One Day Internationals and 1 T20. "We have broadcast rights of five cricket boards – Sri Lanka, South Africa, Pakistan, West Indies & Zimbabwe, bringing - in some of the best cricketing action from there. Going forward, we intend to further strengthen our content line up in cricket, which we will showcase on our channels.” Pande added.
