MUMBAI: South African sports broadcaster SuperSport has acquired the television, mobile and internet rights deal with the South African Football Association (Safa).

As per the terms of the agreement, SuperSport has acquired exclusive pay transmission rights in South Africa and sub-Saharan Africa. It will broadcast all home and away ?friendly? matches which the South African national team participate in during 2013.

The agreement also includes pay broadcast rights to other Bafana Bafana (as the South African national team is known as) matches that Safa has jurisdiction over, Banyana Banyana fixtures, men?s and women?s national age-group teams and other Safa content, including development and grassroots football.

The deal commences with the important Bafana Bafana Afcon warm-up fixtures to be played against Norway in Cape Town and Algeria in Orlando on 8 and 12 January, respectively.

SuperSport CEO Happy Ntshingila said, "The World of Champions is very pleased to add Safa?s content to our wide array of football and other sport. This is an extremely significant year for Bafana Bafana and we are proud that our subscribers will be able to support our national team through our exclusively live and high-definition broadcasts.?

Robin Petersen, the new CEO of the Safa Development Agency, added his positive views about the conclusion of the contract: "We have wished, for some time to have our product broadcast by SuperSport, which is a leading and world-class sports broadcaster. The revenue derived from this deal will assist Safa with its development plans and afford substantial further exposure for our brand on the various platforms that SuperSport broadcasts on. l bring these features at virtually no extra cost."

There is an immediate need for local stations to have viewership data across mobile devices in order to determine how consumers are interacting with live mobile TV.

Rentrak has the unique ability to integrate massive amounts of mobile viewing activity with the linear viewing behaviors from a correspondingly massive linear viewing database. This combination will provide a better understanding of how best to incorporate mobile for future campaigns and advertising initiatives.

?Live mobile TV is an emerging medium, so it?s critical that we take the necessary steps to ensure it will scale as traditional TV has over the years. This new data will provide valuable insight into consumers? mobile viewing habits, which will be leveraged to drive continued growth for the ecosystem of devices and applications enabling live mobile TV," said MCV co-General Managers Salil Dalvi and Erik Moreno.