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Purvita Chatterjee

Mumbai, Sept. 12

Having set up its own distribution operations, Neo Sports Broadcast Ltd is planning to include more channels as part of its bouquet with intentions of spinning off a separate distribution company in the future. Mr Arun Poddar, President, Affiliate Sales & Platforms, Neo Sports Broadcast, said, “There are a lot of new channels which have shown interest in being a part of our bouquet. We wish to become an independent company possibly by the middle of next year.”

Breaking away from the Star bouquet this year, Neo Broadcast has decided to independently handle the distribution for its two sports channels — Neo Sports and Neo Sports Plus. Currently, its distribution operations exist as a separate division within the company.

With almost 99 new broadcasters slated to enter the country, Neo Broadcast is hoping to add some of these international channels as part of its bouquet. Broadcasters such as the UK-based Viasat and E-entertainment from the US are interested in being a part of its bouquet.

“There are international broadcasters which are looking for a distribution arrangement and we are already talking to some of them. After all the idea is to have a bouquet of channels at a later stage,” says Mr Poddar.

Beefing up its distribution operations, Neo Broadcast has set up four regional offices and hired 45 people to handle the business.

Currently, distribution companies from broadcasters such as ESPN, Star, Zee Turner and Sony (One Alliance) dominate the industry. Besides, there are others such as the TV 18 Group, also poised to enter this business.

Meanwhile, Neo Broadcast is gearing up to penetrate new markets in the South where it currently does not have adequate foothold, especially with the forthcoming India–Australia and India-Pakistan cricket series.

For instance, it has signed a contract with Amogh Cable Network in Karnataka to reach out to the cable homes in the State.

Mr Poddar said, “Karnataka has 6.5 million C&S households of which Bangalore accounts for 1.5 million. Neo Sports will now reach out to nearly 40 per cent of C&S households in Bangalore city and 50 per cent in the rest of Karnataka region.”

Hoping to get a penetration between 80 per cent and 90 per cent of cable homes across the country, the sports broadcaster is currently in the process of signing agreements with other MSOs (multi-system operators).

“While we were with Star, the channels were barely visible and penetration was insignificant. Distribution was a ‘no show’ scenario for the channels and whatever distribution we had was event related,” added Mr Poddar. Besides, the Neo channels are also back on the DTH platform after a temporary absence from this medium post its fall out with Star.

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