September 29, 2021

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Lalika joins MTV in India to get closer to young viewers

Lalika will be seen on MTV in India. The Spanish Football Association has signed a three-season contract with Viacom 18. Collaborative effort Developed by US-based Reliance Industries and Viacom, the Lalika matches will be televised in the country through the MTV Music Channel.

The boss signed Exclusive three-year partnership with Viacom 18 It provides network rights to eight countries on the Indian subcontinent: India, Bangladesh, Pakistan, Bhutan, Nepal, Afghanistan, Sri Lanka and the Maldives.

Lalika matches will be telecast on MTV and stage in India Over-the-top (OTT) Wood and telecom platform Geo (India’s first digital service provider), with a reach of 800 million viewers.

Oscar Mayo, Managing Director of Lalika, pointed out, “We are pleased to collaborate with Viacom 18 (MTV India) to increase the number of Lalika followers in this way. We will be close to these young viewers who are loyal to MTV In modern, new platforms that promise entertainment ”.

Consumption and follow-up of football in India has gradually increased over the last decade, especially among the youth. Last March, Lalika has been without a partner in India since she decided to break up Facebook’s competition. The social network changed its strategy in relation to live play, abandoning the renewal of the rights of Spanish football in India and the Champions League in Latin America.

In 2018, Facebook will replace Sony 270 million in India, free broadcast to 348 million users in the region, including Lalika matches For three seasons, until the end of the 2020-2021 season. Although Sony Pictures Network is known to have paid them $ 32 million in 2014, its economic value is a deal unknown.

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Lalika, who has been in office in India since 2016, is without a representative in the countryHis previous role was vacant following the return of Gary Udwani to head office in Spain to take over from Blanca Ochoa, director of business development in Europe.