MUMBAI: Brand Value Communications has been signed as the regional broadcast partner for the I-League football 2011-2012 season.

This is the second consecutive regional broadcast deal with BVCL for IMG Reliance, who owns the commercial rights for AIFF events including the recently concluded Federation Cup and upcoming I-League.

Brand Value Communications will be broadcasting I-League 75 matches through their channels News Time Bangla and News Time Assam in West Bengal and Assam respectively.

The I-League starts on 22 October and runs until the end of April 2012. 14 teams participate in the League which comprises 182 matches across 26 rounds.

Started in 2007, the I-League replaced the National Football League, which ran for 11 seasons

A spokesperson from IMG Reliance said, "After our association with BVCL for the Federation Cup, IMG Reliance is pleased to have signed Brand Value Communications Ltd as regional broadcaster across West Bengal and the North East for the I-League?s 2011-2012 season."

A BVCL spokesperson said, "I-league being at the top of the Indian Football league system would be an essential part in the bouquet of BVCLs football telecast all through the year. News time Bangla and News Time Assam endeavours to cater to the football lover in both these states, and has had enormous viewer response during the federation cup. Telecast of I-league live on BVCLs channels would be an endorsement of our support for the game and our effort to reach out to the huge fan base in these two states. I league is a premier competition of the country and has enormous potential on TV; News Time intends to benefit from the viewership pie for the same."

AIFF General Secretary Kushal Das is delighted that BVCL added, "It is an extremely encouraging trend that regional broadcasters are taking such initiatives so that football becomes visible in the regions and hoped that more such channels come forward in other regions."