HONG KONG – Media rights broking giant Nimbus Communications has inked a deal with Japan-based digital distributor The New Media Group KK to carry live cricket transmissions in North Eastern Asia.

Deal takes international and domestic cricket played in India into Japan, Taiwan and Korea. TNMG will distribute Nimbus' Neo Sports feed on its World On-Demand IPTV platform, offering both packaged and a la carte deals.

Nimbus, which has backing from major European and U.S. private equity groups, controls a wide range of sports rights. It became a global force in early 2006 when it agreed to pay $612 million for global media rights to all international cricket matches played in India for four years.

Firm launched cricket-only channel Neo Sports in October last year and has recently struck several distribution deals in South East Asia. It also launched Neo Sports Plus is a wider sports entertainment net also carrying soccer, badminton and motor sports.

Tokyo, Yokohama and Chennai-based TNMG, which is headed by Randy McGraw, owns and operates IPTV platform World On-Demand, specialty portal MY-World Communities and Factor Mobile, a mobile-terminal content platform in Japan.

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