ESPN re-enters India with Sony; digital-TV play on mind

As an element of broader product strategy overhaul, Star network absorbed and repositioned ESPN as Star Sports 4 and ESPN’s HD channel became Star Sports HD2 back in 2013. Three years further in the time bracket, ESPN is set to revive its operations in partnership with Sony Pictures Networks India (SPN). There will be two new channels — SONY ESPN and SONY ESPN HD — that’ll go live on January 17, 2016.

ESPN had an 18-year long association with Star Sports and the ESS network flipped how sports programming was created and consumed on television 180-degrees. At a time when TV watching audience was at the mercy of mediocrity dished out by state-owned broadcasting outlets, content quality and presentation of private payers came as a breath of much-needed fresh air.

A lot has changed in the TV programming world since the by-gone era and ‘high-definition’ and ‘4K’ are the buzz words today — especially in high-niche-interest programming segment such as sports. 

Sony Kix, which launched just last year, will be taken offline and reintroduced as ESPN — a standard-definition channel. Sony’s two other sports channels, Sony Six and Sony Six HD, will continue to operate in their current capacity and will be independent of the SONY-ESPN association.

“As a network, SPN is focused on becoming the first choice in television and digital entertainment. Our collaboration with ESPN is a targeted step in that direction as it helps us ink another milestone in our growth trajectory. Not only that, the launch of the SONY  ESPN cluster of channels validates our intent to provide stylized, high-quality and insightful international sporting content to viewers in India and across the Indian sub-continent,” NP Singh, Chief Executive Officer, Sony Pictures Networks India, commented on the newly-formed partnership.

Singh also mentioned that any bid towards a sports property will be made under the SPN banner and which channel would get the broadcast rights will be decided closer to the time of start of the sports event, or series.

Football has amassed a big interest level in India and SONY ESPN and SONY ESPN HD have the rights to UEFA Euro 2016, 2018 FIFA World Cup, La Liga BBVA, Serie A TIM, Emirates FA Cup, UEFA European Qualifiers for 2018 WC, and FIFA Futsal World Cup 2016. There’s also a heavy dose of tennis on offer with the network getting the rights to events like Australian Open, Mubadala World Tennis Championship, Champions Tennis League, UFC, NFL, ATP 1000, ATP 500, ATP 250 and ATP World Tour Finals.

Prasana Krishnan, EVP & Business Head, Sports Cluster, Sony Pictures Networks India, explained on the partnership’s dynamic saying, “ESPN has always had a strong connect with Indian audiences. Our partnership with ESPN will further strengthen our Sports bouquet with four channels SONY ESPN, SONY ESPN HD, Sony SIX and Sony SIX HD. Our programming line-up starts with the Australian Open followed by marquee football properties like Liga BBVA, Serie A TIM and FA CUP leading to UEFA EURO 2016 will give every sports fan a reason to celebrate our extensive offering clubbed with analysis presented by expert panelists.”
ESPN has a great digital presence as a result of its association with CricInfo and there might a be a push to utilise the expertise in programming and content design. The company is also expected to expand its play in the digital space with separate entities for different sports.

“For more than 35 years, ESPN has been known for its quality, personality and authority. The launch of these channels, and the complimentary digital properties in the months ahead, creates a world-class multi-media stage on which the combined expertise and resources of our two companies can deliver amazing content and products to Indian fans,” said Mike Morrison, Vice President & General Manager, ESPN Asia Pacific.

“This launch is a great day for Indian sports fans. The launch of SONY ESPN and SONY ESPN HD channels is a first step as part of our collaboration with SPN, coming at a time when the sports media landscape in India is expanding and consumers demand for quality content is on the rise. We’re thrilled to be working with the team at SPN and look forward to the opportunities that lie ahead,” added Ramesh Kumar, Vice President, ESPN India and South Asia.