To cater to different markets, Zee Sports will have audio feeds in Hindi, Tamil and Bengali apart from English for the ongoing India-Sri Lanka test series.

Feed in three regional languages will start from the second test on December 10. According to a company statement, this is for the first time in India that cricket will have commentary in any language besides English and Hindi.

The special feed in regional languages will be available to viewers on Dish TV DTH platform.

While Kirti Azad, Vivek Razdan and Gursharan Singh will be the commentators in Hindi, Saradindu Mukherjee and Raju Mukherjee will be the commentators for the Bengali feed. W V Raman, Thirunavakarasu Kumaran `Kenny' and television presenter Bosskey will be the commentator for Tamil feed while W V Raman will be the commentator from third test onwards.

According to Mr Himanshu Mody, Business Head Zee Sports, said: "With the launch of simultaneous regional audio feed in Hindi, Tamil and Bengali, we will provide even greater enjoyment to the fans of the game, in the two remaining test matches. There is a great demand among viewers for, commentary in regional languages.

"The localisation will greatly help in increasing the understanding and involvement for cricket and will help us in opening new markets."

(www.thehindubusinessline.com)