sentences:  The Essel group has expressed a keen desire to help India develop cricketing talent, as well as provide lucrative sports programming for Zee Telefilms, which lost out on the rights to broadcast all BCCI-sanctioned cricket matches in India until 2011.Essel Group had originally launched Zee Sports earlier with the anticipation of securing at least some of the BCCI telecast rights in 2006.This was followed by Zee acquiring 50 percent in TEN Sports in November 2006 for Rs.