ESPN Star Sports (ESS) and Hong Kong pay-TV operator Cable TV have reached an agreement for non-exclusive distribution of ESPN and Star Sports channels in Hong Kong, a company release says. 

With news of the agreement comes confirmation that the multiple-year contract will include broadcast rights for full soccer coverage of the English Premier League. 

Announcing the conclusion of the contract with Cable TV, ESS managing director Rik Dovey said: "We're thrilled to have arrived at this agreement with Cable TV and to being back in the territory (Hong Kong). This agreement between ESS and Cable TV represents a renewed commitment and partnership, and together we look forward to bringing viewers in Hong Kong the best sports television including the English Premier League which kicks off in two weeks." 

Dovey said that the agreement was timely as it ensured that viewers in Hong Kong did not miss out on the expanded coverage of the upcoming EPL season, which includes a record five live matches a week on ESPN and Star Sports. Live broadcast of these matches will not be seen on local free-to-air terrestrial television. 

On 15 August, ESS will also launch its new encrypted South-East Asia feed for Star Sports. The feed, which is based on viewing habits and preferences of viewers from this region, is customised in both programming and presentation to deliver sports popular with Hong Kong audiences.