Star India, which recently won the title sponsorship rights for all international cricket matches to be played in India, is also trying to transform the way some of the few regional sports leagues are aired. The group, through its Bengali movie channel Star Jalsha Movies, has bagged rights for the oldest leagues in India — Calcutta Football League.

Kevin Vaz, Business Head-English Channels, Star Jalsha and Jalsha Movies at Star India, said the strategy was to get a combination of movies and sports on the channel.

“We have been showing Bengali blockbusters and thought of engaging our viewers with all the popular football action,” he said.

The channel has decided to air the matches at a strategic time — 4 p.m. to 6 p.m. everyday — to catch more viewers. The tournament, which started in September, will run till December. The key football clubs of Bengal such as East Bengal, Mohun Bagan, Mohemmedan Sporting and United Sports compete in the league.

“The response has been great and we believe for the first time the league will be watched by nearly nine million people,” he said. The channel has also seen an increase in its male viewership base.

The channel has undertaken several initiatives to jazz up the football league telecast. It is using 10 cameras to enhance the quality of telecast, besides floodlights in stadiums. Also, Bengali actress Sayani has been roped into the team of commentators, besides former football players Debjit Ghosh and Rajat Ghosh Dastidar.

Vaz believes the technological innovations and packaging of the league has also helped to woo advertisers largely for spot buys.

As per a CII-PwC media and entertainment report, ad spends are set to increase on regional and niche channels, which are expected to attract non-traditional TV advertisers, such as businesses with only a regional presence and businesses selling special interest and niche goods and services.

> meenakshi.v@thehindu.co.in

Related Topics
comment COMMENT NOW