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Indiatimes Ties Up With PERFORM To Offer EPL Mobile and Online Content

Times Internet Limited (Indiatimes) has tied up with PERFORM, a sports media company to offer online and mobile video content for English Premier League. Users can access the content online from indiatimes.com, on mobile from Indiatimes 58888. PERFORM's Video on Demand platform, eplayer, will also feature the same content. But what you have to take note of in this deal, is the sales part: according to a note from the company, the advertisement revenue will be shared by both the parties, although it doesn't mention the ratio. The English Premier League it has a niche audience in India, and but there might be advertisers interested in either supporting free viewing of EPL content, or the company will have to go with pay-per-view. YouTube, though, remains the destination for viewing most football content online or mobile. There has been an increase in the number of sports related deals for Indiatimes. Apart from the EPL deal, Indiatimes has inked the following partnerships in the last year and a half: - Everton FC: This is Indiatimes' second football related deal - the first was with Everton FC in April last year, though we never did notice whether Indiatimes did something with that content. - IPL: Earlier this year, a consortium led by Indiatimes had secured the rights to the Indian Premier League for Internet, Mobile, Radio and Television for an amount of Rs. 261.6 crore for 2011-14. The company had reported a 62% increase in online viewership for IPL4 with combined page views of 5.5 million…

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