TalkSport has struck a deal to air Premier League matches in China, in what is thought to be the first time officially sanctioned coverage has been made available on radio in the world's most populous nation.
Parent company UTV Media, which also owns the ITV franchise for Northern Ireland, struck a deal last April for the Premier League radio rights outside of Europe until 2016.
TalkSport, which made a £900,000 loss on its fledgling international radio operation last year, has reached a deal with Adrep China Advertising Services to develop its Premier League offering in China.
The long-term collaboration agreement has been reached in time for TalkSport to launch a live Mandarin radio service covering the most popular Premier League clashes from the beginning of the 2013/2014 season which kicks off in August.
The deal, which will also extend to FA Cup coverage and Capital One Cup football, will include developing distribution on mobile apps and Chinese social media platforms.
"The sheer scale of the Chinese market and popularity of Premier League football make China a key focus for TalkSport's global expansion," said John McCann, group chief executive of UTV Media.
http://www.guardian.co.uk/media/2013/apr/16/talksport-premier-league-football-china
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