MP & Silva to Use Rightster to Distribute Sports Content on YouTube

MP & Silva, mind an owner of media rights for English Premier League soccer and French Open tennis, clinic said online video programmer Rightster Ltd. will distribute its content on YouTube, news sites and tablets.

The deal will include the creation of MP & Silva YouTube channels, integrated betting rights services for bookmakers, as well as online video and streaming to news sites and Web-enabled televisions, MP & Silva Chief Executive Officer Andrea Radrizzani said in an interview.

Video sites such Google Inc. (GOOG)’s YouTube, Hulu LLC and Netflix Inc. (NFLX) are rapidly expanding as people increasingly watch TV, videos and films online. More than 1.2 billion people viewed video content online in May, with YouTube being the most watched, followed by Vevo LLC, according to ComScore Video Metrix.

“Digital is a huge outlet and I expect most of our content will be eventually watched online,” Radrizzani said. Through Rightster, MP & Silva’s footage will be customized and localized to various segments and populations, he said.

The company, based in London and Singapore, provides some 10,000 hours of programming a year to more than 500 broadcasters, for events such as FA Cup, German Bundesliga and Major League Soccer. Rightster clients include The Guardian, Elle and ITN Productions.

MP & Silva is targeting about 60 million pounds ($94 million) a year from platforms such as YouTube, betting services and streamed live events, Radrizzani said.

“Some events wouldn’t be available on TV, for example, but you could find them on digital,” he said. “We aren’t seeking to replace the TV but to integrate and compliment the television.”

The most watched TV entertainment sites are the HuffPost TV Group, followed by CBS Entertainment and Groupe TF1, according to ComScore figures.

Under its deal with MP & Silva, Rightster will also develop an application for bookmakers for mobile phones and tablets.