MSM launches

MUMBAI: Making a giant foray into the digital space, Multi Screen Media (MSM) has announced the launch of ‘LIV Sports’, a digital sports entertainment destination called


The website promises to present one-point access of the right mix of sports and entertainment across devices. Coming from the Sony Network, LIV Sports aims at targeting both avid sports fans as well as entertainment seekers.


The launch has come right after the Indian Premier League, but on time before the most awaited 2014 FIFA World Cup of which Sony Six is the official broadcaster.


LIV Sports will be the official mobile and internet broadcaster for the 2014 FIFA World Cup which starts from 12 June. The platform will show both live and video-on-demand match content, with informative statistics and analysis.


MSM CEO NP Singh commented, “The idea was to create a premier digital sports entertainment destination where we will offer quality content which is mass inclusive and not designed to cater only to ardent sports fans. We have attempted to redefine the way sporting content is presented and consumed. With LIV Sports we will attempt to keep every cross section of our consumers actively engagement through high quality interactive sports content with informative data and analytics.”


For the upcoming 2014 FIFA World Cup, LIV Sports will have features like live matches with four different camera angles, interactive timelines, live Statistics, match centre, heat maps, match highlights, best goals and team features. The sports website will also have LIV Sports’ football fantasy league, a ‘Pehchaan Kaun’ section, News and Sports editorials along with archive football videos.


Sony Entertainment Network executive VP– new media, business development and digital/syndication Nitesh Kripalani reiterated, “LIV Sports is the first and only digital destination to offer a unique mix of live sports, live statistics and engagement, thereby catering to multiple user groups and their preferences. With LIV Sports we are aiming to create a new category of ‘Sport-ainment’ or ‘Sports Entertainment’.”


He added, “One can either watch the live match, with the deep statistics overlaying the video, or can just click a selfie with the team’s jersey using the ‘Jerseyfy Me’ application. We have also brought back the digital avatar of the player cards, combined with educating fans about the different athletes with ‘Pehchaan Kaun’. The objective is to empower the sports fan with deep statistics on video; as well as engage with the fence sitters.”


Over the next few months, viewers will be able to catch up with the widest range of sporting content, including football, NBA, UFC, tennis and cricket on LIV Sports. The digital destination will offer live and exclusive video content along with a complete coverage of the latest sporting content present, across devices.


Considering the fact that data and statistics makes sports interesting, LIV Sports will aim at giving its viewers a comprehensive and in depth sporting data and info- graphics.


The digital medium will involve its viewers through engagements for the sports loyalist, personalised content and fun applications on social media. So while activities like ‘Mohit Bana Messi’ will help viewers customize their look, ‘Pehchan Kaun’ will help one enhance their knowledge about sports.  


One can login to LIV Sports online – or via the iTunes and Google Play app stores.


This move by MSM propels it to join the league of its rivals like Star Sports and Ten Sports that have a strong digital presence on their sports websites.

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