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Sony Pictures Networks is rallying its might behind its sports cluster. Besides roping in cricket legend Sachin Tendulkar as its sports ambassador, the channel has integrated and re-branded TEN Sports, which it had acquired last year from Zee Group.
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“We started with one channel in 2012 and have grown to be an 11-channel network. We have over 11,000 hours of live content,” Rajesh Kaul, President, Sports and Distribution, Sony Pictures Networks India, told BusinessLine . “We are looking at clear positioning for each of our channels. Keeping this in mind, we have a distinct content for each channel to make viewer discovery easy.”
He said the company has also tied up with IMG Reliance to create background content such as chat shows and statistics.
Kaul said the company has also added two HD channels.
“The future of sports is multi-sport. Therefore, we want to engage viewers in a multi-sports milieu. As SPN’s Ambassador for Sports, Sachin echoes our sentiment and intent to grow the viewership”.
Last September, SPN had acquired TEN Sports from Zee Group for ₹2,600 crore.
Kaul said the firm is looking at a whole gamut of sports. “We have an exhaustive content line-up of football, golf and tennis, besides various domestic leagues. We hope to monetise on various marquee content.”
Kaul said the inventory for most marquee events had been sold out.
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