| MUMBAI:
In a first-ever deal, a sports broadcaster has tied up with a regional network
to telecast live cricket in language feed. Neo
Sports will supply Raj Television Network Ltd. feed in Tamil and Telugu for the
India Bangladesh cricket series which kicks off on 10 May.
The telecast will be on Raj TV and Vissa TV, the Tamil and Telugu channels. The
cricket series comprises three one-dayers and two Test matches. Says
Neo Sports Broadcast CEO Shashi Kalathil, "Cricket viewership In Tamil Nadu
& Andhra Pradesh is lesser than the Hindi Speaking markets while the overall
consumption of local regional TV programmes is very high. It has always been our
strategic intent to cater specifically to this large audience bringing value to
both the viewer & advertiser." The
cricket feed will include the Neo Sports logo bug and will present an advertising
opportunity for local advertisers and brands to ride on live India cricket. Raj
TV has given out the slots to Neo Sports and the commercial terms are being worked
out. "Cricket will widen the reach of our two channels. Our prime time will
not be affected as the matches are in the day time. We are finalising the commercial
terms," says Raj Television Network director M Raveendran. Meanwhile
the live coverage on Neo Sports will include a pre, mid and post match show specifically
targetting the youth viewer, called Extra Cover. It features talent like
Rohan Gavaskar and Hrishikesh Kanitkar for the first time on international cricket
broadcast. Adding a further dimension to the coverage, Neo Sports has signed two
well known TV anchors Archana Vijaya and Neha Sareen.
While Archana would bring to the fore, the pulse of the Indian cricket fan via
interviews, vox pops etc. Neha will demystify the statistical aspects of the game
with her inherent flair for numbers, being an economics graduate from Ohio University.
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