Neo Prime aquires broadcast rights for 2014 Asia Cup

Pakistan won the 2012 Asia Cup after beating Bangladesh in the final © AFP

Mumbai: Jan 24, 2013

Sports TV channel Neo Prime has sealed the Indian broadcast rights for the multi-nation Asia Cup cricket tournament being held in 2014.

The Asia Cup was conceived in 1984 to promote goodwill amongst Asian countries. The last edition was held in Bangladesh in 2012, which saw Pakistan retaining the title with a nail-biting win in the final against the hosts.

In a press statement here Thursday, Neo said it also secured the first right to renew for the next three Asia Cup tournaments leading up to 2020. The rights acquired cover primary viewership market of India as well as Bangladesh and Sri Lanka.

In India the cumulative reach of the Asia Cup 2012 was 122 million. This effectively means that almost 60 percent of TV viewers in India watched some part of the Asia Cup 2012.