Sony Pictures Networks opts for on-ground promotion for Australian Open 2020

It mulls to go big for upcoming international sporting events such as Euro Cup, Olympics 2020

MUMBAI: Massification being the end objective, Sony Pictures Networks (SPN) is planning to go big in promoting the prominent sporting events that will take place this year. Moreover, the broadcaster also revealed the new on-ground campaign initiatives to promote the first grand slam of the year to Indian masses.

Sony Pictures Networks India head - marketing and on-air promotions for sports channels Neville Bastawalla, speaking exclusively to, said: “Since 2019, we have embarked on the strategy of promoting niche sports in India and to get a larger share of the heart of consumers.”

Commencing the year with the Australian Open, which is the most-watched tennis event in India and Asia, Sony has planned two on-ground campaigns in association with ‘Social’ – an urban hangout place and Inox - the largest multiplex chain in India.

Bastwalla, explaining the on-ground campaign, said, “We have partnered with 23-25 outlets of Social across five cities in India to broadcast live matches of the Australian Open with a co-curated menu for Australia-inspired dishes.”

Adding further he said, “We are also mulling whether to telecast live semis and final or only final at particular theatres, wherein we’ll get four to five Hindi medium school children to experience the match. We will also have chat sessions by known celebrities, who will talk about tennis and make students aware of the game as many of them doesn’t know what tennis is all about.”

The broadcaster is yet to strategise the campaign for the semis and final. However, it has roped in Lenovo, Australia Tourism, Life Insurance Corporation among others as brands onboard for the grand slam. It is expected that more brands will come onboard as the game progresses towards its final stage.

For the first time ever, to get more audience traction, the broadcaster will have semi and final matches in Hindi commentary. Last year, the Australian Open had garnered around 41 million viewership compared to 13 million by the following grand slam making up around 30 per cent of overall viewership.

Meanwhile, 2020 is a power-packed year. The broadcaster is fully loaded with a line-up of international sporting events such as Euro Cup 2020 and Olympics 2020 in Tokyo, UEFA (Union of European Football Associations) Championship round of 16, and Wrestle mania – termed as the world cup of World Wrestling Entertainment (WWE) – among others.

Meanwhile, to promote the agenda of massification and connect the Indian audiences with niche sports, the broadcaster is also getting Bollywood celebrities to talk about ancillary sports. Last year, SPN had roped actor-director Farhan Akhtar to bat for UEFA Championship in Madrid and actor Varun Dhawan for Ultimate Fighting Championship’s match in Abu Dhabi.

Bastawalla also said: “Cricket in India is the most-watched sporting event followed by WWE in sports entertainment section. Everything else is at a similar level barring marquee properties like FIFA and Euro Cup which have both mass and class – mass in terms of reach and it’s a very classy premium event.”

Citing an example, the marketing head said, “If cricket is at 100 points on the pie chart in India, every other sport in India is at 10 points and our aim is to increase that point to 20-25 points.”

Being strong on social media at 6 million reaches across platforms, the broadcaster is constantly using digital marketing methods to promote various sports along with traditional marketing.

Latest Reads
Times Internet's M360 partners with Google to enable effective monetization for digital publishers

M360, Times Internet’s turnkey publishing and monetization platform for publishers, has partnered with Google as a Google Ad Manager partner. M360 will now be able to monetize publisher inventory using the Google Ad Manager platform. Times and Google have a long standing partnership on Google Ad...

Television TV Channels News Broadcasting
Enterr10 Television increases its regional footprint with Dangal Kannada

MUMBAI: Strengthening its presence in India, Enterr10 Television Network forays into the south with its latest channel launch Dangal Kannada. Hard on the heels of its launch of Enterr10 Rangeela in the Bhojpuri market, Dangal Kannada underlines the network’s aggressive expansion into the growing...

Television TV Channels Regional
Zee TV set to launch four TV shows in October

MUMBAI:  With the upcoming festive season around the corner, Zee TV has a bumper entertainment extravaganza coming its viewers' way that is bound to spread cheer and bring families together over sampling a vast array of fresh content in the month of October. The channel finally let the cat out of...

Television TV Channels GECs
Why Zee Bangla’s Samrat Ghosh is looking forward to Durga Puja

MUMBAI: Zee Bangla and Zee Bangla Cinema cluster business head Samrat Ghosh is really looking forward to the next couple of months, like almost everyone in the industry. A large part of 2020 has been a bit of a washout for the channels that he runs, at least in terms of the topline. But with west...

Television TV Channels Regional
Viacom18's global push with international animation series

Entertaining kids on television is not a child’s play. Many an Indian broadcaster will agree. But Viacom18 owned Nickelodeon India has managed to do it well by bringing to life iconic characters like Motu Patlu, Gattu Battu, Shiva and Rudra amongst several others.

Television TV Channels Kids
The Kitchen Is Set Ablaze Once More As Famed Reality Show MasterChef Australia Season 8 Airs Weekdays On Zee Café

Mumbai:  If you’re thinking of brewing something new today, then look no further. Catch the best of Famed reality cooking show, MasterChef Australia Season 8 as

Television TV Channels English Entertainment
HistoryTV18 investigates the world's most inexplicable mysteries on 'The UnXplained with William Shatner'

MUMBAI :Have you heard of birds that predict disasters days before they take place, or sinister cults that manipulate hundreds of people to willingly take their own lives? Can science explain why some areas just seem strangely evil, and is there any truth behind ancient stories of unearthly...

Television TV Channels English Entertainment
Kapil Sharma and Sony YAY! collaborate to give a festive treat to all Honey Bunny fans

MUMBAI: This festive season, in a bid to deliver the ultimate laughter riot to its audiences, Sony YAY! brings in the comedy king of Hindi television entertainment, Kapil Sharma to the ‘Jholmaal’ gang. Keeping in mind the endearing bond kids share with Honey and Bunnyand massive fandom of the...

Television TV Channels Kids
English GEC emerges as top gainer in Chrome DM week 38

MUMBAI: After seeing a noticeable spike in week 37, the television genres have witnessed slight growth in week 38. English GEC genre has become the top gainer in week 38, 2020 of Chrome Data Analytics and Media data. The genre has grown by 0.71 per cent. Among English GEC channels, Comedy Central...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required