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After the entire tussle with Indian broadcasters and news telecasters, the management of IPL3 has entered into a deal with UK's broadcaster ITV for the telecast of all its 60 matches in the country. The whole tournament will last for 45 days and will constitute 60 matches that will be available free to air through the live feed from official broadcaster Set Max.

Simultaneously, another agreement regarding the worldwide rights of SMS, MMS and IVR has been signed between IPL/Global Cricket Ventures and vRock Mobile Communications for full fledged span of five years.

Deal with ITV
The first deal will be facilitating to the huge Indian and Asian diaspora spread across the whole UK and will provide them regular updates regarding the tournament not only on their TV sets but also on ITV.com and ITV Mobile. However, ITV will not share any advertising slot with Set Max and will telecast its home made programmes on IPL3.

The whole broadcasting issue was a matter of deep concern for the Indian broadcasters and the strict media guidelines issued by IPL management was strongly opposed by News Broadcasters Association.

The news guidelines stated that up to 30 seconds of fresh footage of matches are allowed per bulletin for the channels. Whereas websites have been totally deprived of broadcasting of match footages. IPL has allowed just 120 seconds for the news channels from the 7 minutes of footage from the whole match. Along with these guidelines, IPL authorities are also reluctant on allowing the repetition of same footage thrice a day and are firm on allowing telecasters to show the footage with at least 30 minutes of delay after the original happening in the match.

IPL management has well benefited the cricket lovers residing in UK but its moves are still doubtful regarding the Indian fans.

Mobile updates to be provided by vRock
However, vRock Mobile Communications will be providing regular updates, scores, live audio mobile commentary and other IPL related information to cricket fans through services like CDMA, GSM, GPRS, MMS, WAP, EDGE and 3G.

IPL commissioner Lalit Modi said, "Our co-ordination with vRock Mobile will play a critical role in providing IPL coverage on Mobile platform which is a fast expanding umbrella. This will facilitate IPL fans to access information and updates regarding the whole day anywhere, everywhere in the world and on the move."

VRock Mobile Communications CEO Jatin Ahluwalia said, "The IPL is an excellent platform for vRock Mobile to offer some truly unique services to IPL fans around the world. We have planned some exciting and engaging SMS and MMS - based contests to build consumer engagement with youthful cricket loving audiences. We promise to deliver to Cricket and IPL fans the world over an exhilarating, enhanced and rich user experience on their mobile handsets."