By Aditya Kalra and Aleef Jahan C S

Nov 22 (Reuters) -

Sony's ( SONY ) India unit

said

on Friday it had secured the media rights for all Asian

Cricket Council (ACC) tournaments until 2031, which a source

with direct knowledge of the matter put the value at $170

million.

Disney ( DIS ) and Reliance, seen as frontrunners,

did not bid for the rights, another source said on condition of

anonymity.

The deal comes at a crucial time for the country's media

industry, which is going through a consolidation phase after the

$8.5 billion merger of Reliance and Walt Disney's ( DIS ) India media

assets.

Earlier this year, India's antitrust body raised some

concerns about the merged entity's grip over the broadcast of

the world's most populous country's favourite sport, Reuters had

reported.

The entity currently holds the rights to the matches of the

Indian Premier League and International Cricket Council.

The media rights of the ACC were with Disney ( DIS )-owned Star

India until 2023, before they were temporarily extended,

according to media reports.

The newest deal ensures the coverage of Asian cricket's

marquee tournaments across television, digital and audio

platforms, Sony India said in a statement.

The deal will be a significant boost for Sony ( SONY ) to bolster its

foothold in India after it pulled out of a $10 billion merger

with Zee Entertainment earlier this year.

Disney ( DIS ), Reliance and Sony India did not immediately respond

to Reuters' requests for comment.