Television

ESS in overdrive to promote PHL

MUMBAI: ESPN Star Sports' (ESS) localisation initiative around the Premier Hockey League (PHL) has won stronger response this year. The reason: it is being held in Chandigarh where hockey has more popular support.

The first edition, in contrast, was held last year in Hyderabad. A company executive says that last year when PHL kicked off the first few matches, it had an attendance of 1000 to 2000. The semi-finals and finals managed an attendance of 10,000.

This time attendance has been in the region of 15,000. When the Sher-e-Jalandhar team plays as many as 20,000 people attend a match. Also, the atmosphere is much more participatory with fans carrying banners.

The official adds that in a couple of years time ESS may look at having away matches. That is because there are no floodlit hockey stadiums apart from Hyderabad and now Chandigarh.

Marketing was also beefed up. Last year, the channel's brand ambassador Sachin Tendulkar and a couple of Bollywood stars were used to promote the event. This time the captains of the teams appeared in television spots as well as in print. The basic aim is for the captains to project the different images of their teams. Also, before the second edition of PHL kicked off, the captains were given a send off in some of the centres through on ground events. Besides, a PHL music album was released.

But wouldn't it have been better if PHL also had teams that already played hockey like Indian Airlines? The company executive says that it would be difficult for a fan to build up a sense of affiliation with a government firm or a corporate though the team may have great players.

ESS felt that it would be better if each team projected certain personality traits that people from that state can identify with. The official adds that if this identification is there, then people will watch even if away matches are not happening.

He cites the example of Gujaratis watching when the Maratha Warriors play a match. That is because that team has attributes that people in Gujarat connect with.

For on ground promotion, ESS held a junior PHL event in December and January in Ludhiana, Bangalore and Chandigarh. Each centre saw 20 to 25 schools taking part. The winners got to meet their senior counterparts. This, the executive says, is one way for school kids to meet sportspersons that they can look up to. It also helps to finetune their skills and groom them for the future.

The PHL junior activity was an addition to ESS' school contact programmes which it has been doing for the past couple of years.

Among other activities, the channel conducted workshops for sports teachers in schools. Sports psychologists and professionals were present to offer tips. Clinics were conducted during the summer vacation in May where the schools' most promising kids took part. 1115 schools in 22 cities were a part of this programme, adds the executive.

On the sponsorship front, Adidas renewed its deal for five years. ESS is also excited about the fact that the sponsors are looking to expand their relationship with PHL. For instance, ING Vysaya which sponsors the Bangalore team has signed on two players for a series of on-ground promotional activities in that state independent of PHL.

These activities are in addition to the on air presence that the financial institution has. Western Union, which supported one team last year, took up two teams, Sher-e-Jalandhar and Chandigarh Dynamos. "They have also signed on some players from these two teams for promotional activities," says the executive.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/18/LR.jpg?itok=DcCS_M94
LimeRoad rewards loyal customers with new gold membership programme

To further enrich the shopping experience of its loyal customer-base and further deepen ties with them, LimeRoad, India’s online fashion platform, has announced its new loyalty programme titled “LimeRoad GOLD”.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/18/movies-now.jpg?itok=-31HMbrs
This Holi, enjoy ‘Colour Blast’ on Movies NOW

Movies Now, India’s destination for Hollywood Blockbusters, announces their vibrant line up of the biggest fantasy and animation films with a special property titled ‘Colour Blast’, to celebrate Holi.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/18/cnn.jpg?itok=oLMVWBYE
CNN explores India’s Finest Travel Experiences with ‘Travel Trends India’

Whether it’s an ambitious road trip throughout Rajasthan or a luxurious stay at a Maharaja’s palace, India beckons to the traveler who is seeking experiences over photo-ops.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/18/goquest.jpg?itok=2Jb1Tf5E
Goquest Media Ventures picks up drama content from China, Thailand, Taiwan

Independent content distributor GoQuest Media Ventures announced a raft of new acquisitions from China, Thailand and Taiwan

Television Production House Fiction
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/18/discovery.jpg?itok=NoYGrIdE
Discovery Channel to premiere Todd Sampson’s Body Hack 2.0 from 25th March

Discovery Channel, India’s leading factual entertainment channel, is all set to premiere the second season of very popular series Body Hack 2.0 starting Monday, March 25 at 21:00 hrs.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/15/ads.jpg?itok=6Ta5f72c
UC Ads Offers New Content Methods with the Rise of UC Content Ecology

UC Ads, part of Alibaba Digital Media and Entertainment Group, has announced launch of a bouquet of content marketing services for brands.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/16/Chrome_week_10.jpg?itok=pjkhKSwW
English movies most benefitted genre in Chrome week 10

With an 8.99 per cent growth, the English movies genre has marked the highest opportunity to see (OTS) in week 10 of Chrome Data Analytics and Media.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/16/Subhash_Chandra.jpg?itok=8z_37cYq
ZEEL likely to sell 20% to Sony Corp

Japanese multinational conglomerate Sony Corp is in advanced talks with Subhash Chandra-promoted Zee Entertainment Enterprises Ltd (ZEEL) to buy a stake in the firm. As the company has been struggling to raise funds to pay huge debt, Chandra is looking to sell 20-25 per cent stake.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/15/star-sports.jpg?itok=MqOP3DxR
If you have the Game, your Dream can have a Name: Star Sports launches a brand-new docuseries ‘Dream On’ as a lead up to VIVO IPL 2019

The 12th edition of VIVO IPL is all set to enthrall fans globally from March 23rd onwards. Adding to the excitement ahead of the world’s most-watched cricketing tournament, Star Sports, the official broadcaster of VIVO IPL has launched a brand-new docuseries – Dream On – Game Banayega Name.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories