Axiata's (AXIATA MK, Hold, TP: RM5.20) unit Celcom Axiata Bhd has signed a partnership with Broadway Media Sdn Bhd to offer digital content for football fans and other subscribers via the company's The Cube service. The Cube is a channel that offers both local and international digital mobile content on mobile phone. CEO Datuk Seri Shazalli Ramly said through this collaboration Celcom would be able to encourage consumption of content. The partnership with Broadway Media was based on 50:50 profit sharing. The partnership will see Celcom being the exclusive sponsor for the television coverage of the Indonesian Premier League. Additionally, Celcom will be making way for the delivery of other rich mobile TV content from the Indo Pek Pelangi and
Bintang Channels in Astro through The Cube. (StarBiz)