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MUMBAI:
ESPN Star Sports (ESS) is increasingly focussing on localisation.
While the Premier Hockey League initiative is into its fourth
year, the pan Asian sports broadcaster is looking to bring
the X Games to India.
The company is looking at a three year time frame to introduce
the extreme games. The games that have previously been held
in China and other countries will be modified to the Indian
context, said ESS Asia MD Jamie Davis.
In
his speech at the Brand Score Sports Marketing Forum organised
by ESPN Star Sports and Mindshare on Friday, Davis highlights
the element of drama in sports. He says it has heroes, which
the Indians are after having beaten England, and also villains,
which they were after exiting early in the World Cup.
However,
he also notes that ESS will always ask itself whether fans
would want it, before embarking on any initiative.
In
terms of technology, ESS views it as an opportunity and not
as a threat. It has a mobile service for which content has
specifically been shot for that medium and not simply shortening
existing TV content.
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