Television

Star India's Rs 20,000 crore sports gamble

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2013/11/06/Nov23_2.jpg?itok=Z4HZiEam

MUMBAI: That Star India is betting big on sports is well-known. How big the bet it is placing is now becoming clear.

The News Corp-owned media and entertainment leader in India today announced that it is committed to invest Rs 20,000 crore in building the sports business in India. The investment will be used to fuel the expansion of sports coverage in the country as well as in building exciting new leagues including the Indian Super League in football, the Hockey India League and the Indian Badminton League over the next few years, it stated.

Simultaneous with this announcement, the network today unveiled a new brand for Star Sports across six TV channels - Star Sports 1,2,3,4, HD1 and HD2 and its online portal starsports.com.

The new logo is a metallic silver star with an incandescent swoosh of colours symbolising the authority and passion of sports with the powerful slugline - “Believe.”

Uday Shankar is investing big in building a sports ecosystem in India

 “Cricket is too big to be confined to just one channel. Today, we are redoubling our efforts to showcase the best of Indian and international cricket to the sports fan. We will cover more of it, have wider coverage, go deeper, use multiple languages and take it beyond television,” says Star India CEO Uday Shankar in a press release. “The new brand is also about showcasing our commitment to other sports. While cricket will be central to our approach, we will also be faithful to our role as a sports broadcaster and bring in the best of local and world sports to India, whether in soccer, hockey, badminton, tennis, F1 or the many other sports that fans in India are deeply passionate about.”

He adds: “For us, this is not just about being the country’s leading sports broadcaster. We want to build a platform that will help nurture heroes out of the millions of passionate, young sports fans across India. We want sports to be the trigger for creating and nurturing outstanding new opportunities for India’s youth. And today, we are signalling that we are deeply committed to making this transformation happen, through our investments, our ideas and our efforts.”

As of midnight 6 November, the six channels under the erstwile ESPN-Star Sports umbrella will give way to new brands. Star Sports will be called Star Sports 1, Star Sports 2 remains Star Spots 2, Star Cricket will become Star Sports 3, ESPN will be rebranded as Star Sports 4, Star Cricket HD will become Star Sports HD1 and ESPN HD will be renamed as Star Sports HD2.

The big change really is with Star Sports 3, India’s first 24x7 Hindi sports channel with content, graphics and shows in Hindi.  It hopes that this push into Hindi will dramatically increase the reach of sports in India where it says less than 10 per cent of the populace understands English and a much smaller number are native speakers. Star Sports has seen success in Hindi commentary with Hindi now accounting for 70 per cent share of all viewership in the recently concluded CLT20 series.

 
A high decibel promotional campaign has been drawn up featuring MS Dhoni as its first brand ambassador

In addition to this, the Star Sports network said that it will be showcasing new non-live programming and new shows and formats which will run into more than 5,000 hours of content, including around 200 days of live cricket annually.  Amongst these is a half hour show called Star Power which will give comprehensive updates, insight and analysis and will be telecast twice a day at 8:00 pm and 10:30 pm on Star Sports 3 all seven days of the week.

On the digital front, Star India is aggressively reaching out to young, ardent sports fans who want to access sports across screens. The digital service offers a variety of sports including cricket, soccer and F1, in HD quality streaming. The service has received exceptionally positive consumer feedback for its revolutionary timeline (a first for cricket anywhere in the world) that gives the fan complete control of how he wants to view his favourite games, whether for live or catch-up.

A high decibel promotional campaign has been drawn up featuring MS Dhoni as its first brand ambassador. The campaign, says the network, urges India to “Believe" and it outlines the beliefs that have made M S Dhoni one of the most iconic heroes of our time. It will run on the Star network’s 33 channels and rolls out on 6 November when India tunes into watch Sachin Tendulkar play the last series of his career.

Star has the right pedigree to pull off healthy returns for the huge investments it is putting into sports says Ashish Bhasin

Star’s sports gamble is getting praise from senior media professionals.

“It is a very professional and calculated move to get deeper into sports and into developing niche sports.  The channels are already established with viewers as they have been around for a long time and the rebranding and promotion will only deepen the connect with them,” says Aegis Group chairman India & CEO south east Asia Ashish Bhasin.  “Star is putting its money where its mouth is and it has the right pedigree to pull off healthy returns for the huge investments it is putting into sports.”

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/27/travelxp.jpg?itok=iNv-Q7K9
Travel XP HD enters & NDTV Good Times exits from Lifestyle genre

Zee Café continues to lead the English entertainment genre. Travel XP HD has entered Top 5 list and NDTV Good Times exited from the list of Lifestyle genre whereas Food Food and FYI TV18 interchanged their positions at third and fourth positions, respectively.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/27/GEC-SONY-Story.jpg?itok=26D_go9d
GEC: SET enters & Sab exits Top 10 as Star & Zee Anmol retain leadership

Sony Entertainment Television (SET) entered and Sony Sab dropped out of the Top 10 channels' list in the Hindi general entertainment genre (rural) space, according to BARC India week 29's all-India data. Star India retained its reign over Hindi GEC (Urban + Rural) as well as Urban segment whereas...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/27/sony_1.jpg?itok=GbkAaMGN
Sony Studios elevates Frost, Parnell & Clodfelter

Sony Pictures Entertainment (SPE) recently announced that Jeff Frost has been named president of Sony Pictures Television Studios, the production side of SPE’s television business. Frost will report to SPE chairman and CEO Tony Vinciquerra.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/27/Rajiv%20Chilaka_0.jpg?itok=rIEzNc0n
Chhota Bheem-makers launch Golden Robot Animation

MUMBAI: Green Gold Animation Pvt. Ltd, the multi-award winning animation studio, has embarked upon aggressive expansion plans. It has announced the launch of its brand new studio in Mumbai. The new entity ‘Golden Robot Animation’ will operate as a sister concern to Green Gold Animation with a...

Television TV Shows Animation
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/27/Smriti-Irani.jpg?itok=BOu-DGCv
Talent shortage in Prasar, manpower audit under way, admits Irani

NEW DELHI: Admitting there was an overall shortage of talent in Prasar Bharati, minister of information and broadcasting Smriti Zubin Irani said a manpower audit was in progress in this regard by the pubcaster.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/27/Discovery.jpg?itok=dmIRe1Ie
Discovery may emerge as sole Scripps bidder

MUMBAI: Scripps is reportedly moving ahead on talks with Discovery, and Viacom is out of the bidding race. TV network owners are struggling owing to a decline in subscriptions for satellite and cable services as they lose viewers to social networks and online video services.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/27/Untitled-1_0.jpg?itok=LcTn6n0o
What’s exciting Gajendra Singh about his new shows on DD

There’s a lot of excitement in Gajendra Singh’s voice. Most of us know him as Gaj - the creator of the super-successful musical formats on Zee TV -- Antakshri, SaReGaMa in the early part of the cable and satellite TV revolution. Today, as the founder of production house Saaibaba Telefilms, Gaj...

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/26/Rising-Rajasthan.jpg?itok=SlWdNYhD
News18 Network's Rising Rajasthan to be held in Jaipur

MUMBAI: Rising Rajasthan is being organized by News18 Network today at the Clarks Amer in Jaipur.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/26/kargi%3B_0.jpg?itok=QUnoYYjc
On the occasion of Kargil Vijay Diwas News18 India visits Kargil War Memorial

26th July is a very significant date for Indians and is engraved in golden letters as Kargil Vijay Diwas in the annals of Indian history. This year will be the 18th anniversary of the Kargil War. News18 India visits Kargil, where every year the Indian Army celebrates Kargil Vijay Diwas.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories