MUMBAI: Talk about Cricket and everyone wants to be a part of it. Talk about Cricket's biggest tournament of the shortest format, expect radio stations across the country to capitalise on the trend and occupy the major part of the air time discussing, analysing and updating on the live games. 

The sixth edition of the ICC World Twenty20 began on 8 March, and some of the country's popular radio stations caught up with the fever with daily programmes and consistent coverage of the games.

Radio continues to remain one of the effective source of mediums for entertainment, and the evolution of private FM stations throughout the years has played a vital role towards consumers' satisfaction during any major tournament. 

BIG FM ties up with Sehwag 

Spread across the network's 45 stations, Big FM began the programming of the new concept 'BIG Cricket Headquarter' with The Sultan of Multan from 9 March.

Focused on the upcoming T20 World Cup to be held in India, the ace cricketer will analyse and provide expert's opinions every day, with RJ Prateek, throughout the tournament. Hourly updates, trivia, match analysis, contests, behind-the-scene stories and other activities will occupy and entertain the listeners' time during the programme.

Sehwag said, “This is my second year with 92.7 BIG FM’s BIG Cricket Headquarter and I am glad to be the face of this property yet again. The show is a great platform for me to connect with all cricket lovers off the field. With the cricket fever starting soon, I am extremely excited about bringing all the on and off-field drama to the listeners and truly submerge them in this much-awaited cricket experience.’’

Radio Mirchi partners with ICC World T20

Radio Mirchi has tied up with ICC World T20 for the latest Live Updates and scores. With a slew of programming and marketing initiatives lined up, Radio Mirchi has launched another interesting campaign called 'Cup Wapsi'.

With the partnership, Radio Mirchi becomes the official Live Updates source for the ICC World Twenty20 2016. It will also run contests and selected winners will get tickets for the Grand Finale! Some lucky listeners can even get clicked with the trophy during Radio Mirchi’s four-city trophy tour.

Speaking about this partnership, Mahesh Shetty, COO, Radio Mirchi said, “We are truly excited about the partnership we have forged with Channel 2 and ICC for the T-20 World Cup. It has always been our endeavor to give our listeners unique experiences and this association will help us deliver World Cup excitement in a very Mirchidaar manner. In addition to match updates, we have some really exciting promotions lined up which will not only  interest our listeners, but also provide value to the sponsors who have come on board to support this initiative.”

Speaking about this partnership, Ajay Sethi, Chairman Channel 2 Group Corporation said, “We are delighted to license Radio Mirchi as official ICC T20 Live-and-Delayed Updates Partner. We will fight against piracy in India for updates – live & delayed, and misuse of rights. With the support of ICC, we will be able to stop FM stations and sponsors who use these rights illegally.”