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New Delhi, March 6 Neo Sports Plus, Neo Sports Broadcast’s non-cricket channel, has acquired golf, tennis and football content and is confident of finding a niche audience and advertisers.“Last year was all about consolidating Neo Sports and its association with cricket. This year we have shifted gear and are going on an overdrive with Neo Sports Plus,” said Mr Ranjith Rajasekharan, Head (Marketing).

While Neo Sports will air all BCCI’s (non-IPL) cricket played in the country till 2010, its sister channel is betting on discovering India’s passion for other sports. “The beauty of the games is that they each have an inherent following, with passionate communities and fan clubs,” said Mr Rajasekharan.

Neo Sports is for the masses, he explained, while Neo Spots Plus will be for a niche upmarket, minor, but significant population. It is a loyal audience that is likely to be interested in following the PGA tour round the year, the Bundus League or the Italian League, or tracking Sania Mirza’s performance through WTA tournaments. The channel has acquired the rights for the Davis Cup, the Federation Cup and the Sony Ericsson WTA Tour for the sub-continent.

The channel, targeted at the SEC A audience (aged 15-44) across the top six metros, claims a reach of 20-25 per cent. According to Mr Raju Udupa, Senior Vice-President (Advertising Revenue), Neo Sports Plus, talks are on with advertisers, including “high-end automobiles, lifestyle luxury products, financial clients and brands that cater to the youth, particularly for tennis and football.”

With a packed season of cricket ahead, starting with the South African team’s visit, the company is hoping to sell Neo Sports Plus to cable operators on the back of the cricket channel. It will also be available on Tata Sky’s DTH service. Marketing strategies have also been planned around these games. Apart from on-ground initiatives, for example on golf courses, the channel is also planning to run promotionals, such as offering viewers the chance to win tickets to an AC Milan finals.

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