The Hindu Business Line : ESPN-Star Sports game for Hindi too

IT'S not just news and entertainment channels that are targeting the Hindi belt. In a bid to increase viewership and advertising revenues, sports broadcaster ESPN Software India Pvt Ltd has decided to broadcast the last five cricket matches of the Asia Cup in Hindi on Star Sports along with English commentary on ESPN.

The sports broadcaster has also announced Waqar Younis as its latest addition to the Hindi commentary team, along with Arun Lal, Maninder Singh and Vinod Kambli. Shekhar Suman will also play the role of an anchor and host a show, Voice Apki-Choice Apki.

Speaking to newspersons, Mr R.C. Venkateish, Managing Director, ESPN Software, said: "Hindi commentary on Star Sports will help increase the penetration of our channel among the Hindi-following viewers. Both the channels will have a completely different look and feel, separate commentary teams and distinct programming."

The broadcaster is also looking at broadening its advertiser base through the simulcast of the last five matches on the two channels. Company officials maintained that advertising rates have come down by 10-15 per cent as the broadcaster has a larger inventory to sell. A 10 seconder is being sold at Rs 2.25 lakh.

The Asia Cup is being played next month between India, Pakistan, Sri Lanka, Bangladesh, Hong Kong and the UAE in Sri Lanka. Indian Oil is the title sponsor of the tournament. Dr N.G. Kannan, Director (Marketing), Indian Oil, said, "This is the first time that the company is sponsoring cricket. The petroleum sector is witnessing competition and we are looking at this as a brand-building opportunity."

The company has branded fuels, services and retail outlets.

Also, with the company operating in Sri Lanka through its subsidiary, it sees this as an opportunity to reach out to customers there, he added.