The three year agreement will see SportsBrand produce and distribute on a worldwide basis a cricket news programme called ‘ICC Cricket World’.
The 24-minute weekly show commenced in January 2004 and covers the news of cricket action around the globe including all Test Matches and One Day Internationals.
The show also has exclusive off-field features and interviews adding color and human interest perspectives to the passionate and exciting world of cricket.
IDI managing director Malcolm Speed explained: "There is enormous worldwide interest in televised cricket and this programme is a key component of the ICC’s mission to promote the game as a global sport."
Added Anil Nair, executive chairman of Sportsbrand: "Cricket as a sport is unique in its appeal to the vast majority of viewers in cricket playing nations. ICC Cricket World will be highly valued by broadcasters, targeting key demographics and will also give brands a great opportunity to associate themselves with a premium product."
The show is already being broadcast on Channel 4 and BskyB in the UK and will also be seen in North and South America, Australia, New Zealand, Africa, the Middle East, Bangladesh, Pakistan, Sri Lanka and the Indian Sub Continent.
