HYDERABAD, INDIA: Apalya Technologies, a Mobile TV service provider and owners of the 'MiMobiTV' service, today announced a partnership with Global Cricket Ventures (GCV), for the live video streaming of the Indian Premier League (IPL) matches for the next three years, including the forthcoming 2010 IPL season.

The rights granted cover live video streaming for all mobile platforms worldwide for the IPL on an exclusive basis, said a press release.

GCV is the mobile and Internet partner of the IPL pursuant to agreements with the World Sports Group (WSG), which made GCV the exclusive sub-licensee of all worldwide Internet and mobile video rights.

In the Indian market, Apalya already has arrangements in place with several mobile operators. And for laptop users, live video streaming can be accessed through Tata Photon mobile data cards.

This venture will allow mobile users both in India, and around the world to catch all the action, live from the IPL games even if they are ‘on-the-move’ or do not have access to traditional or static mediums such as television, said Apalya.

IPL Commissioner, Lalit Modi, commenting on this development said, “The IPL is committed to the development of such exciting initiatives, which make the tournament available to fans globally, at all times of the day, and irrespective of their location.”

He said, in India, where nearly half of the population has access to a mobile phone, but far fewer to televisions, the potential to reach out to a wider audience is huge.

While making the announcement, Vamshi Krishna Reddy, co-founder and CEO, Apalya Technologies said the company has over one million subscribers through leading mobile operators.

“We are pleased that the tie-up announced today with GCV will enable us to make all the IPL action available to these subscribers, starting with the 2010 season,” he added.

Vijay Srinivasan, a Director or Global Cricket Ventures, the official online content partners for IPL said, “Consistent with GCV's mission to make the IPL action available across a range of digital media, we are really excited that this partnership between GCV and Apalya will enable fans to watch IPL matches ‘on-the-go’ in rich streaming video across a variety of handsets.”