MSM plans to air sports commentary in regional languages

LN Revathy Coimbatore | Updated on January 23, 2018

Leading television network Multi-Screen Media Pvt Ltd (MSM) is looking to capitalise on the current trend by airing sports commentary in different regional languages very soon.

“Until last year, sports lovers got to hear the commentary of cricket matches only in English and Hindi. We relayed the FIFA (Federation of International Football Association) world cup commentary in Bengali and realised that the viewership rose to a different level when the commentary was aired in a language familiar to the people of of Bengal. We took cue from this experiment and prepared ourselves to air the commentary in Telugu and Tamil this IPL season. This will add to the telecast range currently offered in English, Hindi and Bengali. Going forward, we want to make the offering in many more regional languages,” Prasanna Krishnan, Business Head, Sony Six and Sony Kix, said.

Addressing a press conference, Krishnan said that Sony Kix would not only be an extension of MSM's sports portfolio but help expand sports viewership in the country. “Tamil Nadu has been an important market for us in terms of viewership, rating and size, ranking among the top five in the country. We want to leverage our strength in this market,” he said.

For the commentary in Tamil, Sony has roped in Sadagopan Ramesh, Hemang Badani and BB Chandrasekhar and specialist commentators like Pattabhiraman and Seshadri Srinivasan.

On an additional note, he said with the kick off of the 8th season of Pepsi IPL, the BCCI, Sony MAX, SIX, KIX and Pepsi had come together to create a stadium-like experience for cricket fans through the “Pepsi IPL Fan Park” initiative.

Coimbatore incidentally is the only destination in TN identified for the IPL Fan Park initiative. The other places include Agra, Nagpur, Ludhiana, Guntur, Surat, Warangal, Udaipur, Belgavi, Kanpur, Indore, Allahabad and Bhopal.

The organisers are planning to provide a stadium-like experience in each of the cities on the weekends throughout the tournament, (weekend starting April 11) by relaying the matches on giant screens at the venue with a capacity to accommodate 10000+ fans, with access to food and beverage stalls and special areas earmarked for women and children.

Entry is free, but on a first-come-first serve basis.

Two Pepsi IPL matches would be screened this weekend (April 18 and 19) at SNR College grounds, Avarampalayam, Ganapathy Post between 4 pm and 8 pm, Krishnan said.

Published on April 17, 2015

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