The Hindu Business Line : EurAsia Cricket Series: SaharaOne eyes 20 pc growth in viewership

SaharaOne Television is expecting a 20 per cent growth in viewership with the acquisition of the telecast rights of the EurAsia Cricket Series to be held in Abu Dhabi between April 22 and May 5. The channel claims to have increased its reach by 60 per cent from 51 per cent, post the India-England cricket series.

On the sidelines of a press conference, Mr Shantanu Aditya, CEO, SaharaOne Media and Entertainment said, even though this tournament would consist of the `A' teams of India, Pakistan, Sri Lanka, Holland, Ireland and the UAE, the challenge is to build excitement and generate interest. "This part of our initiative to strengthen our position in the sports genre and we hope to continue the excitement of cricket on the channel."

The series will be aired simultaneously on Sahara and the film channel, Filmy. While SaharaOne will take a break between 8 pm and 10.30 pm for the telecast of its primetime shows, Filmy will telecast the matches uninterrupted.

The company has also lined up a series of promotional activities to generate excitement around the tournament. "We are tying up with leading cricketers to anchor the pre- and post-match programmes and are airing promos not only on our channels but also on other non-competing channels," said Mr Aditya.

While the pre- and post-match programmes will be produced by Percept Picture Company, the tournament will be produced by PDM International, the international arm of Percept.

More Stories on : Outlook | Sports | Radio/TV

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Luxor to design new line of designer pens

7UP now in `Curvy' bottle

AP tribal farm produce at Western malls likely

Pyramid Saimira plans expansion

Average TV ad duration falls 2 pc

Tata Agrico in pact with Godrej Agrovet

MobileNXT invests $5 m in retail project

EurAsia Cricket Series: SaharaOne eyes 20 pc growth in viewership