Under the terms of the deal, brokered by IMG Reliance, a joint venture between Reliance Industries and IMG Worldwide, the broadcaster will screen 75 league matches via its News Time Bangla and News Time Assam channels in West Bengal and Assam respectively.
"After our association with BVCL for the Federation Cup, IMG Reliance is pleased to have signed Brand Value Communications Ltd as regional broadcaster across West Bengal and the North East for the I-League's 2011/12 season," said an IMG Reliance spokesperson.
AIFF general secretary Kushal Das said: "It is an extremely encouraging trend that regional broadcasters are taking such initiatives so that football becomes visible in the regions and hoped that more such channels come forward in other regions.”
The 2011/12 I-League season, the fifth since its establishment in 2006, kicks off with a number of fixtures on the 21st October.