NEO Prime (formally called NEO Cricket) is a channel dedicated to sports entertainment. NEO Cricket was launched on April 2, 2008 this channel was dedicated to cricket. It is a part of Nimbus Communications Limited and is headquartered in Mumbai, India and broadcasts to 30 countries. Nimbus has the exclusive broadcast rights for all International cricket played in Bangladesh and New Zealand. This channel also broadcast Asia Cup cricket. In 2008 NEO Cricket did broadcast a minimum of 6 International cricket series including 4 featuring India, adding up to nearly 200 days of live cricket.
This channel airs 3 daily shows such as Dial C for Cricket, Sportszone and Cricket Central. It also hosts shows like Cricket Academy, The Greatest Matches Ever Played, Lords of the Game,Balebaaz, Gendbaaz, Baat Aur Bowl, Jaya He, The Great Indian Run Chase, Tour Diary and a few more.
NEO Cricket was rebranded as NEO Prime starting from June 3, 2012. This decision was taken due to increasing contract of sports taken by Nimbus Communications Limited. This will allow more sports to be broadcast on this channel other than Cricket.