MUMBAI (Reuters) - Adding the rights to broadcast cricket in England and Australia across the subcontinent gave Sony Pictures Networks a dominant position in the sport but winning the rights to India would give it a monopoly, a senior company executive has told Reuters.
India's huge market is a major draw for sponsors and advertisers, who often plan product launches around major cricket events and book advertising slots in advance, which in turn leads to a race between broadcasters to secure content.
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