New Delhi, June 26 -- With India set to play a string of overseas cricket series over the coming months, Sony Pictures Networks India is betting that bilateral cricket can deliver a strong line up of both audiences and advertisers, even as the sports broadcasting market becomes increasingly fragmented.

The broadcaster holds rights to several overseas India tours and Asian Cricket Council events, including the upcoming T20 and ODI tour of England, which begins on 1 July. The tournament is expected to bring in a strong advertiser mix for the broadcaster, which expects to generate about Rs.150 crore in advertising revenue from it, Mint has learned from industry sources.

Akshay Agrawal, head of linear ad sales at Sony Pictures Networks Indi...