Television

What the MSM-ESPN deal means

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2015/10/07/Untitled-1_30.jpg?itok=CAd1M0cc

MUMBAI: When the enemy looks extremely threatening, you bring in allies to help you do battle. And if your ally is a friend-turned-foe of your enemy, it makes the war that much more interesting. And combative.

We are referring to what’s about to happen in the Indian sports television ecosystem. Multi Screen Media India (Sony Entertainment Television India) has struck a deal with the US-based mega sportscaster ESPN Inc under which it will be helping bring in the brand once again into the country as its partner. 

ESPN was Star TV’s former mate in Asia until 2012 wherein they ran and distributed channels in several Asian countries jointly including in India.

The current MSM-ESPN agreement is for the long term and will be for India and the Indian sub-continent. The joint venture will see new co-branded sports channels, a multisport website and an app rolling out over the next few months. The companies will also be working together to develop original sports programs, something which has been sorely lacking in India, with the exception of a couple of them on Star India’s sports channels.



 

As a first step of the union, MSM’s sports channel Sony Kix is being rebranded as Sony ESPN.

It’s interesting that the two are exchanging vows at the time they are.

The IPL bids are slated to take place next year and the buzz is that Star India is likely to take the bidding to close to the $4 billion mark for all rights. With Sony-ESPN combining their resources and putting up a common front, they are quite likely to put up a stiff fight against Star India. (Others who could throw in a bid include Zee Telefilms and Discovery’s Eurosport). And not just at the IPL auctions but also for all the other sports rights when they come up for renewal.

“However,” a high ranking Sony International Television executive told Indiantelevision.com, “there is no way pricing for the IPL could go up four times. A multiplier of two times or three times over the previous bid is conceivable but above that will make it a big losing proposition.”

What’s also of interest is how Disney is shaping its presence in India. Its family entertainment initiatives got a leg up when it invested in acquiring Ronnie Screwvala’s UTV a few years ago. This deal gave it access to UTV Motion Pictures as well as channels such as Bindass and Hungama.

Disney India recently severed its distribution alliance with IndiaCast Media – part of Viacom18 and has been reaching out to satellite and cable TV platforms to strike deals with them directly.

Now with Disney’s sports offshoot ESPN partnering with MSM, one will have to see whether the latter’s distribution arm MSM Media Distribution resources will be used to shore up the efforts of the distribution team at Disney India. Or will the two work totally independently?

Sports programming in India is likely to also get a shot in the arm. ESPN is renowned for its studio-based shows and live coverage of events. Live sports content in the deal includes major US college football (including the College Football Playoff and comprehensive coverage of the college football bowl season); major US college basketball (including the March Madness NCAA Championship Tournaments); NCAA college sport championships from baseball, softball, lacrosse, soccer; Boxing (including Premier Boxing Champions and ESPN’s Big Fights Library); X Games; ESPN Films Emmy-Award Winning 30 For 30 documentaries amongst others.

What’s also relevant is the fact that both ESPN and MSM are going hell for leather after digital content properties too. The duo has its eyes on developing a co-branded localized multi-sport website and app, which will provide coverage of cricket, football, tennis, the NBA, badminton, field hockey and more. The sports content – both video and text – will be delivered on MSM’s OTT platform Sony Liv, and sonyliv.com as well as highly popular cricket portal espncricinfo.com.  

Each of these websites, television channels and OTT platforms will be used to cross promote each other, giving it tremendous marketing heft.  Additionally, their social media presence is to be beefed up in order to give sports lovers a destination to engage with each other and with their sports stars.

 

 

The whole in this case is going to be greater than the sum of the two parts. With the entry of a rejuvenated ESPN into India, the entire sports broadcasting ecosystem is likely to see rapid improvements as more money will be pumped in by both Star and the American sportscaster along with MSM.

And this is going to be a win-win for the various administrations, associations, players and professionals,   team owners, and vendors involved in sports and sports broadcasting - and ultimately the sports fan.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/hul%20%281%29.jpg?itok=RZX0thii
Online, music cos.enter top 10 TV advertisers list in week 2 of 2017

The first week of 2017 saw an all FMCG hold over the top 10 television advertisers list in terms of ad insertions as per BARC data. The total number of television ad insertions by the top10 brands in week 1 of 2017 (Saturday, 31 December 2016 to Friday 6 January 2017) was 268,323 as per Broadcast...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/Sun%20TV%20%281%29.jpg?itok=PP6ytKhV
Sun TV to air Nandini on four GEC channels

Sun TV Network is set to launch its magnum opus fiction Nandini on all its four south Indian GEC channels, namely -- Sun TV, Gemini TV, Udaya TV and Surya TV from 23 January.

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/vikas-khanchnadani%20%281%29.jpg?itok=x-8QnjSF
RBNL ex-CBO Khanchandani joins Arnab's Republic

Vikas Khanchandani former RBNL chief business officer has joined Republic as the chief executive officer. With over two decades of working across ad sales, digital, television and media technology, Khanchandani will play an integral role to grow Republic as an independent media tech company.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/zeel%20%281%29.jpg?itok=cqlzQ-tv
Broadcasters bat for parity with print medium under GST

The Indian Broadcasting Foundation (IBF) today urged the government to level the playing field under the proposed GST regime for “all mediums”, including electronic, radio and print, as businesses across sectors had taken a hit due to demonetisation of high value currency notes November last.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/alibaba.jpg?itok=l-4J-9ON
Alibaba starts Olympic run with a multi-billion $ sponsorship deal

Chinese e-commerce giant Alibaba Group yesterday started its Olympic run by signing a multi-billion dollar multi-year deal with the International Olympic Committee (IOC) to become the official `Cloud Services’ and `E-commerce Platform Services’ partner, as well as a Founding Partner of the Olympic...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/pesha-bajrao.jpg?itok=ciXGnCnZ
Sony Entertainment launches historical series 'Peshwa Bajirao'

MUMBAI: Sony Entertainment Television is bringing to television viewers the glorious life of India’s only undefeated warrior/commander -- Peshwa Bajirao, his unconventional ways, his principles in life, his passion and his ideologies.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/NP-SINGH-DANISH-KHAN-800x800.jpg?itok=X4ORURUi
Sony Entertainment TV plans to expand its early prime time to 6pm

MUMBAI: With the launch of its new offering Peshwa Bajirao, Sony Entertainment Television has entered the 7.30 pm time slot. The channel has expanded its prime time to 7.30pm, and plans to expand it further to 6pm time band in coming 12-18 months. Speaking to Indiantelevision.com, Sony Pictures...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/miss%20%281%29_1.jpg?itok=x_7NkjRo
Miss Universe 2016 to air on Zee Café live from Philippines

After the success of stunning events such as Miss World 2016 Live and Victoria’s Secret Fashion Show, Zee Café, the ultimate English GEC brings to its viewers yet another -global event, Miss Universe Live this January, 2017.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/naagin%20%281%29.jpg?itok=dmJsHL_0
Colors leads BARC week 2 Hindi GEC (U+R) market

Naagin’s magic continued to make Colors the number one channel in Hindi GEC (U+R) even as Star Plus led the genre in the Urban Hindi GEC market. In Rural Hindi GEC market, Rishtey topped the chart again this week, according to the Broadcast Audience Research Council (BARC) all India data of week 2...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories