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I-Level targets Asian cricket fans with BT fantasy competition

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I-Level has planned and bought a media campaign for BT across, the world's largest cricket site, to target Britain's

Asian community.

The campaign will involve a survey - where users can pick their

'fantasy' cricket team - competitions and forum sponsorship. The first

phase of the campaign allows UK-based users of Indian origin to vote for

their favourite All Time Indian XI. Voters whose choices match the

CricInfo expert's choices will be entered into a prize draw to watch

their current Indian side in next summer's NatWest Series floodlit

matches at Bristol or Durham.

CricInfo's director of sales, Alex Chamberlen, said: "Cricket has a

fanatical following among Asian communities, especially Indians and


There are very few strong content areas that can deliver a compelling

environment for users of Asian origin and we are confident we can

deliver substantial reach among those UK users that follow India,

Pakistan, Bangladesh and Sri Lanka."

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