Sony Aath to broadcast Pepsi IPL 2015 in bengali

After receiving stupendous response from West Bengal year on year since the inception of the tournament, this year PEPSI IPL will be back with something special for the viewers in the market. Sony AATH, the Premium Bangla Entertainment channel, will for the first time offer Bengali language feed for the tournament. This will be the first ever broadcast of the Pepsi IPL on the channel and will also be the first such exercise by the MSM group to do a Bengali feed of the tournament. The initiative is set to create a landmark in the satellite television space, with Sony AATH covering the opening ceremony and all 60 matches of the 8th edition of Pepsi IPL.

Speaking on this unique initiative, Tushar Shah, Senior Vice President Multi- Screen Media, who also manages the operations of Sony AATH, said, “With an aim to provide the most premium content to our viewers in West Bengal, we are back yet again to enthral them by offering a whole new experience of consuming the largest cricketing extravaganza in their favourite language. We believe this initiative will not only help further expand the popularity of the nation’s most beloved cricketing tournament but also augment a larger fan base for the channel.”

Speaking on the occasion N.P. Singh, Chief Executive Officer, Multi- Screen Media, said, ‘‘West Bengal has always been one of the key markets for Pepsi IPL. We believe that by offering the world’s largest cricketing spectacle in one of the most popular and widely spoken languages in the country will help enthral the viewers. It will create a holistic viewing experience unlike anything else seen before on the channel. Given the tournaments aggressive growth and ability to connect with millions on a national scale, this year we are positioning the event as ‘India ka tyohaar’ which establishes the event as an annual sporting and entertainment festival.”

As a prelude to the event the channel will run the “India Ka Tyohaar” marketing campaign till the tournament kick-starts on April 8, 2015. As the name suggests, the campaign aims to connect hearts and lives, creating a national euphoria and strengthening emotional affinity towards the sport. The ‘India Ka Tyohaar’ campaign invites people to dissolve differences and join in the revelry which is aptly communicated through a heart shaped mnemonic that exudes the ‘spirit of togetherness’. The tournament will feature a total of 60 matches, including the live telecast of the opening ceremony on April 7th, the home and away matches between the franchises, the qualifying playoffs and the finals. The knockout stage will begin from May 19 to May 22 and conclude with the Final match on May 24, 2015.