The portal to be owned and operated by NBCUDS will be headed by NBC Universal VP for digital product strategy and development Sab Kanaujia. The site will expand its content offerings from cricket to other sports in the future.

"This initiative demonstrates our commitment to India. We are delighted to work with Ten Sports to launch India‘s premier, video-rich, sports portal," says Kanaujia.

NBCUDS has selected Vdopia, the online video advertising platform, as its digital ad sales partner for the portal. Vdopia will represent the Ten Sports content on tensports.com as well as on syndication partner web sites.

Ten Sports senior VP revenue and digital media Mark Denton says, "Having built up a substantial brand leadership position in the sub-continent, we are excited to be able to partner with a company of the pedigree and with the digital expertise of NBC Universal."

The cricket portal will be launched on 8 September with live webcast coverage of Compaq Cup and the triangular cricket series between India, New Zealand and Sri Lanka.

The portal will feature live webcast of full cricket matches that encompass exclusive content from half of the world‘s cricket boards including Pakistan, Sri Lanka, West Indies, South Africa, Zimbabwe, Dubai and Abu Dhabi.

Additionally, the site will also provide on-demand highlights during live matches that will be hosted permanently on the site. It will also open the video archive globally available for free-on-demand which eventually will be made available to mobile users as well.