Financial Times FT.com

Entertainment: Growing cultural clout mirrors country’s rising economic status

By Joe Leahy

Published: January 28 2010 19:04 | Last updated: January 28 2010 19:04

There are times when Lalit Modi, the head of the Indian Premier League, India's most lucrative cricket tournament, has the excited look of a man who has struck gold.

With the 45-day contest preparing for its third annual season this March, Mr Modi announced this month a ground-breaking deal with Google to broadcast the entire event live on YouTube – a first for Indian sport and for the US technology company.

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