The Hindu Business Line : ESPN-Star Sports focuses on soccer

SPORTS broadcaster - ESPN-Star Sports is now focusing on soccer, and consumer electronics major, Samsung, is the presenting sponsor of UEFA Euro 2004. Airtel and Hero Honda will be the associate sponsors.

According to Mr Sanjay Kailash, Director, Advertising Sales, ESPN Software India, "Growing popularity of soccer in the country has led to an increase in corporate interest of UEFA Euro 2004. We have already sold 80 per cent of the advertising inventory for the championship." Most of the matches will be aired on prime time starting June 12. And for this series, the channel has decided to opt for a dual feed. For the first time, there will be Hindi commentary on the channel. This is being done to increase the penetration of soccer in the Hindi speaking markets of Uttar Pradesh, Gujarat, Haryana, Uttaranchal among others.

Besides telecasting the matches live, ESPN-Star Sports will also air half-hour pre-match highlights and also show four weekly one-hour highlights. The channel will also promote the sport through on-air promos, hoardings and cinemas to reach the target audience.

Telecast rights of cricket to be dearer

IF you thought that the acquisition costs of cricket has skyrocketed, it is only set to zoom further. For there will be a scramble for acquiring rights of several tournaments in the forthcoming months.

Up for grabs is the telecast rights for the Asia Cup to be played in Sri Lanka, which includes India, Pakistan, Sri Lanka, Bangalore, Hong Kong and United Arab Emirates (UAE), India-Australia-Pakistan triangular series in Holland, India versus England to be played in England and the forthcoming BCCI matches.

Mr Kailash said that there would be great interest by all sports broadcasters for these rights. Besides ESPN-Star Sports, Ten Sports, SET-Max and Doordarshan have shown interest in cricket.

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