The ICC cricket World Cup 2007 is set to roll in a couple of hours and the nation is gripped with cricket fever.

Following successful production of the Champions Trophy, World Sport Group has been contracted to produce customized coverage of the tournament, being held in the West Indies.

SET-MAX's wrap around show `Extraa Innings' will be produced daily and will cover all 51 matches. The show will feature Mandira Bedi and Charu Sharma as presenters. Tony Greig, Ian Chappel, Dean Jones are the expert commentators.

In a CAS and DTH scenario, World Sport Group is also working on the delivery of interactive feeds for SET MAX, to be shown on TATA Sky and DISH TV platforms in India.

"Our strength in local markets in conjunction with the continental sporting platforms we build, creates winning partnerships in a way that brings lasting benefits to all parties. The ICC World Cup Cricket is perhaps the most definitive sporting platform in India and we are happy to partner Sony in their endeavor to provide the best to its audiences," said Seamus O'Brien, chairman, World Sport Group.

Commenting on the being awarded the production deal by Sony, Venu Nair, World Sport Group - South Asia CEO, said, "Within 16 months of starting our India operations we have captured the hearts of the Indian sports aficionados having managed the ICC Champions Trophy 2006 held in India for Sony Max, the Hero Honda Indian Open, a prestigious golf event on the Asian Tour and the AFC Youth Championship in India.

Most recently in a landmark deal, the World Sport Group signed an agreement with Sachin Tendulkar to manage his image rights and endorsements on a global level outside India. To this effect we have secured a global endorsement for the brand `Canon'."