NEW DELHI: Zee Telefilms Limited, India's largest media and entertainment conglomerate, today announced the name of its news sports channel. "Zee Sports" will be formally launched on 2 October, the Zee Network's 12th anniversary.

When contacted Ashish Kaul, vice-president, Corporate Brand Development Group, confirmed the news and said, "Zee Network is happy to present Zee Sports, a 24-hour sports channel that is looking forward to bringing the finest sporting action to its viewers."

Kaul further said, "It is for the first time that a concentrated and focused effort will be made to leverage the status of domestic cricket. We are quite positive that apart from international Cricket, Zee Sports will lay its total effort in promoting domestic cricket in India.

Zee Telefilms Limited bagged the telecast rights at a price of $ 308 million. This deal entails that Zee will telecast 144 days of International cricket, which is likely to go upto 160 days over the next four years.

Zee has already paid $ 20 million as part of the deal to BCCI and is reportedly ready with the remaining in the form of a bank guarantee that is to be paid at the time of signing the contract.