Tata Communications Inks a Five-year Deal with World Athletics

Tata Communications, a renowned telecom operator, has signed a five-year contract with global sports organization World Athletics to serve as its technology broadcast partner worldwide. Dhaval Ponda, Global Head, Media and Entertainment Services at Tata Communications, added that the World Athletics partnership is expected to add over 20 international events to Tata Communications' media business, which has grown by 20-25% in recent years, allowing the company to gain a 25% market share in global sports.

World Athletics is the third most watched sport in the world, with events such as road running relays, track and field events, marathons, race walking, and cross country reaching hundreds of millions of homes worldwide, he stated.

"Just their Championship event attracts one billion viewers from 180 different nations. As a result, the collaboration will provide thousands of million hours of material that can be seen on the internet, TV, and mobile devices.

The company will provide live material to telecasters on all continents, with minimal latency, dedicated bandwidth for high-quality video feeds on 5G networks, localized content, statistics on audience patterns, and athlete training streams.

Ponda continued, "Tata Communications has already invested in next-generation cloud and edge technologies that have been fine-tuned for the media and entertainment business. This technology is what we'll be deploying.

The bulk of Tata's media business is focused on the markets in North America and Europe. The company is one of the top suppliers of managed video services for all of India's major athletic events, including the Indian Premier League.