UAE based telco Etisalat has tied up with the Board of Control for Cricket in India (BCCI) to provide live cricket to its Mobile TV subscribers in the UAE. The service is priced at 35 Dirhams (around Rs. 375) per week, and will be available for five weeks (till December 12). Apart from that, Etisalat is also has SMS alerts, priced at 10 Dirhams per week, and alerts at 0.4 dirhams each. More details at albawaba.com.

A couple of things: it’s interesting that the BCCI has sold mobile TV rights to Etisalat; while the details of the deal are not disclosed, this is a sign of things to come…if and when India does get 3G, it’s likely that the cash-rich board will sell mobile TV rights separately. Secondly, if anyone reading this in the UAE has subscribed to the service, do tell us how it is; I’ve seen football matches on 3G, but I believe the much smaller cricket ball would be difficult to spot on that tiny screen.