The broadcaster has said that its Asia versions of SportsCenter
are growing swiftly in peoplemetered markets across the region.The
data shows that among professionals, managers, executives and businessmen
(PMEBs), SportsCenter consistently rates upto four times
better than any news programming on cable - including their in-programme
sports segments (TN Sofres, Jan - Dec 2002).
42 per cent of all Indian cable viewers chose it over other sports
shows. The figure touched 50 per cent among PMEBs. (TAM Media Xpress
India, Jan - Dec 2002) In Singapore, peoplemeter data showed that
51 per cent of all cable individuals watched SportsCenter Asia.
The number jumped to 54 per cent among professionals, managers,
executives and businessmen aged 25 to 44, ahead of the competing
sports news programs on other cable news channels.
The data also shows that Sportscenter rated much better
than the top cable programming on other channels including action,
news, documentaries, movies and music programming (TN Sofres Infosys,
Jan - Dec 2002). In Hong Kong, 57 per cent of all cable viewers
watched SportsCenter, with the figure rising to 66 per cent among
PMEBs. (NMR Telescope, Jan - Dec 2002).
As part of its localisation strategy where content is tailored
to the culture, language and viewing habits of the region ESS began
offering sports news content relevant and familiar to its viewers.
In April 2001, SportsCenter Hindi for India was created,
followed by SportsCenter Taiwan and SportsCenter Asia
(for South East Asia and Hong Kong). Collectively, all three Asian
versions of SportsCenter go out to 127 million homes across
the network's footprint.
MD ESS Rik Dovey said, "It does not surprise us that SportsCenter
is rating this well, and particularly among PMEBs who are the target
of many advertisers. Our main bulletins face tough opposition as
they are scheduled at prime time, but they answer a major audience
need for high quality sports news.
SportsCenter is one of our biggest programming initiatives
and reflects the company's investment in high-quality long-term
sports programming. We have footage from more events than any of
our competition, we have first class presenters and producers delivering
sports news at a level previously unavailable to audiences in Asia,
tailored for our major territories and audiences."