Star Sports launched its second Indian-language sports channel Star Sports Tamil 1 to coincide with the Champions Trophy tourney. This is the second Indian-language sports channel from Star Sports after Hindi. Now depending on the progress that it makes, the company could launch more regional sports channels. Talking to TelevisionPost.com, Star India executive VP, head ad sales sports Anil Jayaraj said that there is a tremendous need gap in the sports broadcasting market for regional content that goes beyond just commentary. “We are clear that the Tamil channel is not just about language commentary. It is about addressing that market with original content that focusses on players and teams from Tamil Nadu. We will have the Tamil Nadu Premier League. Even in the Pro Kabaddi League (PKL) we will have content around the franchise from that area and the players,” Jayaraj said. Shows are being uniquely curated. “The response to both the Hindi and Tamil channels has been very good. Over the coming months, we will evaluate the Tamil channels performance. Based on that, timelines will be set for the launch of more regional language channels,” he revealed. The aim is to see what consumer difference launching sports channels in different regional languages will make. After all, if the consumer difference happens, then the commercial angle will follow. “It is about inviting and exploring local culture and not just about language commentary,” he added. In terms of the overall sports business, Jayaraj pointed to cricket, kabaddi, football and badminton being very important. Cricket According to Jayaraj, Test cricket came back in a big way last year. Viewer fatigue is also not an issue, he believes. Despite that the Champions Trophy kicked off a few days after the conclusion of the 10th season of the Indian Premier League (IPL), the viewership was still better compared to four years back. Pro Kabaddi League At the Vivo Pro Kabaddi Media Forum, which took place in Santa Cruz, Jayaraj said that the Pro Kabaddi League’s (PKL) revenues have grown four-fold from the second season when nine sponsors were present. For the upcoming fifth season, there will be 24 sponsors and Vivo as the title sponsor is a huge addition. In the fourth season, there were 18 sponsors. The return that the event gives is unmatched. “The kabaddi model is different from cricket. In cricket while Vivo might be an on-ground sponsor, Oppo might be the on-air sponsor. However, for kabaddi the sponsor gets both on-air and on-ground. So you cannot get outshouted by competition,” he said. One reason why advertisers are so keen on the PKL is that the intention to purchase on the part of consumers shoots up dramatically after the event for a company compared to what it was before the event. “The difference between before and after the event is phenomenal. This is the holy grail. Hence, the PKL is an attractive proposition,” Jayaraj explained. The PKL has both local and international advertisers. Companies like Coca-Cola, Flipkart and Gionee have associated with the event. For an advertiser being associated with the PKL is often not just eyeballs, though the PKL is the second-largest sport in the country. “It gives eyeballs and an opportunity to associate with sport in the country,” he stated. Besides, the PKL cuts across the country. “With Hindi general entertainment channels (GECs), you do not get the South. The same situation is there with Hindi movies. The PKL season offers sustained engagement over a three-month period,” he said. Badminton The performance of players on the international scene like PV Sindhu and Srikanth has given the sport a huge fill-up. Last year Vodafone came on board as the title sponsor of the Premier Badminton League (PBL). ISL and hockey In terms of the India Super League (ISL), Jayaraj noted that an announcement for a title sponsor will be made. The Hero deal was for three years. “We have had excellent corporate interest. What will also help is the fact that the season will now run for five months compared to three months previously.” However, there is room for improvement when it comes to hockey. “Hockey has interest in small pockets. The challenge for us is to see how we can broad-base the Hockey India League (HIL) and interest in the sport,” he noted. Jayaraj is excited about the fact that the hockey World Cup will be held in the country next year. He also noted that the International Hockey Federation (FIH) is revamping the international structure. He expects this move to reap rich dividends.
Read more at: http://www.televisionpost.com/television/star-to-consider-launching-more-regional-sports-channels/ | TelevisionPost.com
Read more at: http://www.televisionpost.com/television/star-to-consider-launching-more-regional-sports-channels/ | TelevisionPost.com
